For the past couple of years, Facebook has done nothing significant about its Snapchat problem.
Sure, Mark Zuckerberg and co. have tried to clone parts of Snapchat with failed apps like Slingshot. But Facebook has never really thrown its full weight behind taking Snapchat head on.
During Facebook's quarterly earnings call this past week, Zuckerberg explained that Facebook now sees the camera as the future of how people share and communicate.
"In most social apps today, a text box is still the default way we share," he said. "Soon, we believe a camera will be the main way that we share."
While he didn't name Snapchat specifically on the call, make no mistake: Facebook's full attack on Snapchat has begun.
The camera company