Snapchat, a social application that lets users send photos that self-delete shortly after being viewed, is part of a wave of apps that aim to provide a fleeting, ephemeral social experience, experts say. The tool goes against the model of the major social networks, which typically preserve users' interactions to better leverage them for marketing purposes. "There is a real demand out there. Facebook has really failed on this front because Mark Zuckerberg, in his DNA, thinks that all data has hidden value and preserving this stuff is really, really important," says Viktor Mayer-Schönberger, a professor at the University of Oxford.
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