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When you mix location + user generated content, you need to deploy city by city.

^ When Facebook started, they deployed University by University. They understood that in order for social apps to become popular, they need a critical mass of people to work. If you're the only person in your town that tries it, you're going to have an empty social network and no stickiness.

They should at least think about expanding the 100 ft proximity to town size until it gains some traction.

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