Snapchat still has an exclusive network of hard to reach consumers in the largest ad markets. This network of users also provides a unique image recognition data set that can be leveraged for ad targeting.
The good stuff is always lonely in the beginning. Nothing meaningful will get made if its potential makers all wimp out too soon, because they get scared by the sparse crowd, the empty room.
In other words, the internet enabled a vision where creativity and practicality were directly correlated. The more effort you put into your creative output, the greater the practical benefits would be.