Snapchat

The reason they got installed on those iPads was because Facebook was being blocked and they needed something else. And then the reason that they got this huge boost in downloads right before Christmas that year was because Facebook gave him a gift. I mean, they launched like Snapchat and then made everyone go to it. Well, and this was such a legitimizing moment for Snapchat as until then to the extent anybody talked about it, it was like, oh, that's just for sexting.