Snapchat has consistently been on the tech news cycle for over two years now. It is an art and a science to be covered by TechCrunch nearly every week for that long. I like to call such a skill “Headline Storytelling,” and Snapchat is absolutely brilliant at it.

Unfortunately, except for the incredible rise in popularity of the app (which I applaud wholeheartedly), there’s not really a whole lot of meaningful substance behind Snapchat news.

Sure, there were a couple of product announcements and there were spicy M&A rumors. There has also been some intelligent discourse around the meaning of privacy and ephemerality. However, if you go down Snapchat headline memory lane, these seem to be the exception when it comes to Snapchat buzz.

When I see a Snapchat article on my social feeds, I’m scared to take a peek.

From sexting controversies and backstabbing of co-founders, to security breaches and Evan Spiegel’s ridiculous frat emails… Snapchat thrives on controversy.

If the tech world is a grocery store, Snapchat stands out in the check-out aisle like a tabloid with sensational headlines that make you cringe a bit. You don’t buy into it, but you can’t look away either.

Unlike most tabloid articles, Snapchat articles are usually based on facts.

For real, bro.

While my Snapchat app gathers dust and I get less and less incoming mystery Snap message alerts, I have to ask:

Will Snapchat pull off the ultimate ephemerality trick and… Make itself disappear?