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Is this real? I'm not trying to be mean, but 12Second.tv tried this (although 12x as long) and didn't do so well...

Times change I guess. And maybe 12x as short is 12x as cool.

Oh yes, this is real. And yes, OneSec is 12x cool as TwelveSec. And dare I say it's going to be better executed? :)

Execution is everything. Instagram was well-preceded by Hipstamatic (and every other photo-service). Airbnb was a decade or so late after Craigslist.