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James
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So of what benefit is this feature?

I guess it is too early to tell the true benefits. The advantage of a beta phase and an enormous user base is you can launch a tool and let it carve its own benefits.

I’m sure this example will be hated by some, but here goes: the iPad (or on a grander scale, Tablets) launched a few years ago to a lot of similar cries of ‘what will I even use it for’. Slowly people used them and eventually formed their own personal benefits. That lead to more habitual use and now it is a widely successful product.

It’s an amazing feat of business if you can make it work. Bring something to the customer that they have never previously needed then slowly work it into their lives to the point where it becomes an essential item.