Looks like Mr.Systrom made the correct pivot with Burbn. "He couldn't explain it (Burbn) to anyone", "but users loved the photo feature, so Mr Systrom focused on that."
http://online.wsj.com/article/SB10001424052702303815404577333840377381670.html
http://online.wsj.com/article/SB10001424052702303815404577334270758693972.html
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