Moreover, the “magic moment” of a social-first product has to stem from an exceedingly fun and delightful social experience that not only is not done in meatspace, but is significantly better when done in cyberspace. That is to say, the magic moment must be native to and take advantage of the form factor. If the social interaction of your product is something that already happens almost the exact same way in meatspace, users will never prefer to do it on an app.