Snapchat is all about living in the now, capturing a moment in time and sharing it with friends before it fades into the hazy twilight of memory and—most importantly—the company's servers.
Perhaps it's the bizarre juxtaposition of a heartfelt memorial for a departed loved one and this sense of Snapchat being something so alive which helped propel one pic to viral infamy over Memorial Day weekend.
Yes, that's a snap of an open casket, complete with a flower garland filter.
"At my Grandma's Funeral yesterday," writes user Bobby J, who shared the pic with his nearly 25,000 Facebook fans. "We decided to send her off to Heaven the way she lived. This was her Favorite Snap Chat Filter. You will be missed Eula Mae Gertrude Williams. #YaasssBitch#GetInHeavensFormation #iSlay #iAintSorry"
Since having been posted on May 29, the picture has been shared over 3,000 times and racked up over 4,000 likes.
So, it's popular. It's a uniquely 21st century tribute. It's certainly contentious, as one commenter wrote, "Get this shit off FB… We all have had grannies to die, but to put her on FB while she's dead is our stupid Bobby J. Online your a fucking dummy for this you piece of shit." But is it real?
In a response to a comment calling BS on Eula Mae Gertrude Williams' favorite filter, Bobby J—who, as it just so happens, is a professional comedian—seems to admit the whole thing is a hoax.
So why did this go so viral in the first place? Likely it's a combination of cliches and taboos—disrespectful funeral etiquette, combined with a "young" confounding the "olds" with a social network that seems fundamentally obtuse to anyone over 30.
Nevertheless, whether it's real or not (to say nothing of appropriate or not) the fact remains: "#GetInHeavensFormation" blows "rest in peace" out of the water.