It might seem silly from the outside, but that's actually meaningful because it gets people used to the idea of modifying the "real world" with a contextual addition.

I'll be darned if an insurance provider can make a filter fun

It's also something most small businesses can't really make good use of, unless they are in the entertainment/lifestyle businesses

I closed Snapchat and didn't use it for the entire day. I'm boycotting the X-Men movie out of protest.