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Please do not criticize the Gam-i-fied(TM) UI. Discovering core features is so fun! Here is a trophy for your unwavering loyalty!

Is that really what they’re doing or just sarcasm? (I’ve never used Snapchat)

That is really what they do. Certain actions (screenshots, video, etc) are rewarded with trophies accessible in the app.

The whole concept of fleeting pictures is designed to make you addicted, I refuse to get on board because I know I'll get sucked right in.