“Well, you guys should probably have filters too,” Schuetz said. Systrom realized she was right. If people were going to filter their photos anyway, might as well have them do it right within the app, competition be damned. Back at the hotel, he researched online about how to code filters. He played around on Photoshop to create the style he wanted—some heavy shadow and contrast, as well as some shading around the edges of the image for a vignette effect. Then, sitting on one of the outdoor lounge chairs with a beer beside him and his laptop open, he set about writing it into reality. He
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