* Facebook has recently hired a number of expert language theorists and practitioners. Doing it in-house
1) Gives them something to do
2) Serves to cement Facebook's language-expertise-brand recognition and dominance.
The very fact that hiring is focusing on this group signals to me that this is an area which Facebook takes seriously and wants to be taken seriously in.
That said, paying a team of expert engineers is also very expensive, not to mention the opportunity cost.