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W+K is out with a new spot for Facebook. And while they're totally right that a lot of people use their phones this much, the result doesn't make us like Facebook. It just makes us hate that we're so tied to our phones.

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Mark Zuckerberg was quoted as saying "we look at our phones 200 times a day".... but I don't think he understands that most of us workin' folk don't have the time nor interest to read the latest inpirational quotes in our facebook feed.

Facebook certainly doesn't have that much stake in life, and I think they are mis-reading the market to think people care that much, enough to build this home screen concept.

They make a salient point with the statement, "We use our phones to connect with the people we care about."

While it could be argued ad nauseum whether this "connection" is now the de facto standard, or a poor substitute for the real thing, I feel it is a relevant insight.

If they have built a product that people are convinced enhances their "connection" to their friends, they will win.

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