At least this has ostensibly a mission-driven purpose, to improve automated customer support. When someone less scrupulous than Google starts buying up Snapcha

At least this has ostensibly a mission-driven purpose, to improve automated customer support. When someone less scrupulous than Google starts buying up Snapchat and Kik and Roblox (and other such platforms) and piecing together social graphs with extracurricular activities that's when it will be a lot more dramatic.