"If something is not in the popular imagination, it does not exist, " says Searles.

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Dozens of consumer-centric solutions exist to share documents and other files, including popular options such as Dropbox.

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Football may be absurdly popular at the moment Did baseball pennant races even exist Tuesday?

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For example, one reason new photo app Snapchat has become enormously popular lately, may be because it lets users decide how long a photo will exist (usually a few seconds) before it self-destructs.

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