I'm sure they will open it up more broadly at some point. Right now they can ensure that the big brands create more compelling ads and have control over it. We'

I'm sure they will open it up more broadly at some point. Right now they can ensure that the big brands create more compelling ads and have control over it. We'll definitely see more portrait video content moving forward. Do you know if the ads they started running are forced viewing? Are they injected like interstitials before you can digest your friends' content? If so, that's compelling for an advertiser but likely to kill the service IMO, as young people will easily defect.