It's September 2015 and Snapchat has just hit on a game-changer for the young company: filters that augment users' faces. Thanks to some celebrity love, the new feature becomes wildly popular. But Mark Zuckerberg is watching closely, and acquires a competing startup.

Then, Zuckerberg switches up his strategy. His new philosophy: Don't be too proud to copy. Unfortunately for Spiegel and Murphy, this is going to have devastating consequences.

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