Snap, Inc., Snapchat’s parent company, has taken blow after blow in recent months. Last week, this culminated in falling short of Wall Street analysts’ revenue forecasts, provoking outrage from users with a redesign, and reporting their fifth consecutive quarter of decreasing growth. But has Snapchat ever been an investment worth making? Our CEO, Jeri Smith, writes for the New York Observer that the ROI on Snapchat for brands has always been questionable at best. At worst? It’s simply non-existent.