Most of this will come down to brand equity anyway. I have to assume there are people using Lyft over Uber because those people have negative associations with

Most of this will come down to brand equity anyway. I have to assume there are people using Lyft over Uber because those people have negative associations with the Uber brand. Uber and Lyft both provide the same products, but people prefer one brand over another. People prefer Gucci over Versace, North Face over Patagonia etc. Inevitably, the same will be true for Facebook vs Snapchat. Snapchat will likely prevail in a way because the "brand" ecosystem, talent pool(pr, actors, producers etc.) are concentrated largely in Los Angeles due to the existing Hollywood system. Proximity to the talent might not have much to do with it, but I imagine Snapchat has been developing those relationships for a while.