The level of interest app-makers can command for adding new features is usually limited to a dutiful parroting of the press release on tech blogs. Maybe a mass privacy freakout, if you're lucky. (Sucks, but at least you know they care!) The bros at Snapchat, however, have lived a pretty blessed life.

So CEO Evan Spiegel probably wasn't surprised by the Beatlemania response to the new Snapchat, which hadn't been updated since January. While the rest of us yawned at another attempt to reinvent the texting wheel and perked up at Snapchat's new "walkie-talkie" video chat function, teens . . . wait where'd that teen go? Oh, there she is. Crawling on the floor. For a smartphone application.

Business Insider interviewed Tracie Schroeder, a high school teacher in Kansas about the mayhem:

Today was the first day in a long time I actually took phones away. I have no idea what all was included in the update, but you would have thought it was crack. They seriously could not keep away from it. I even had one girl crawl under the table with her phone.

At that point I took all the phones away and we had a little reminder chat about when it was appropriate to use your phone and when it was not. Also that it was rarely appropriate to hide under the table.

The whims of Millennials should not be treated as a software oracle, but in this scenario Snapchat has captured the advertiser-friendly teen demographic, smack dab in the middle of the country where only Pinterest has deigned to tread. Just don't read too much into the word "disruptive":

To contact the author of this post, please email

[Image via Shutterstock]