Facebook is late in the game, but they have so much power and strong customer base ( over 2 billion active users monthly) that whatever they do it will have big impact on the crypto market, hopefully on a positive way in terms of mass adoption.
No, they are not late yet, crypto market still on it's infancy, fb knew about this and they are riding with it's popularity and begin at the moment where many people are aware now about this types of money, don't forget that the twins who created the FB was also a bitcoin millionaire, the team behind
FB will use the concept with already a high hope that their users will adopt this in time that they offer their own crypto coin for their services.