The trendy end of fashion always looks ridiculous after it falls out of style. Snapchat still has the trendiness that Google and Facebook lost long ago. If you

The trendy end of fashion always looks ridiculous after it falls out of style. Snapchat still has the trendiness that Google and Facebook lost long ago. If you think otherwise, find a few 20 year olds (outside of tech) and ask them what they think of Google, Facebook, Twitter, Tumblr, Instagram, and Snapchat. Facebook probably can still use Instagram's brand, so that is an edge over Google. If they can do it soon enough while resisting branding the hardware as "Facebook" is another matter. That also means they probably have to already be close to releasing a finished product. The larger question to me is who will have the stamina to thrive in the post-smartphone era? Snapchat may be able to break to ice and get a lot of people to wear something weird and clunky. By generation two or three, what happens if Apple, Magic Leap, or someone else is able to produce a more refined & seamless wearable? To "win" Snapchat will have to produce an incredibly robust AR headset that no one thinks twice about wearing all day long. Other commenters are correct, the article reads like a shameless press release.