Facebook is copying Snapchat again. From a report on Recode: Today it launched Stories, the 24-hour photo and video montages that ultimately disappear, inside of its core Facebook app. This is the fourth time Facebook has cloned the key Snapchat feature in the past nine months; the social giant has already copied it into Instagram, Messenger and WhatsApp. On the surface, Facebook's move simply looks like an unabashed defense strategy against Snapchat, the company's most obvious threat since 2011, when Google tried to dive into social with a service that turned out to be much more like a bellyflop. This is getting serious. What many people don't realize is that even if Facebook manages to get half a percent of its users to use its copycat tools, Snapchat will lose a substantial number of potential customers that could have joined its service. With Facebook, which has over 1.8 billion users (+ the possibly tens of millions of people that use WhatsApp, Instagram, or Messenger app and don't have a Facebook account), increasingly offering all of Snapchat's features on its apps, the future of Evan Spiegel's company doesn't look all that good.