Sounds like they are thinking about instagram, which originated as a phone app to apply filters to a camera and share with friends (like texting or emailing them or sending them a link to a hosted page), and evolved into a social network. Their new image generation feature has enough people organically sharing content that they probably are thinking about hosting that content on pages, then adding permissions + follow features to all of their existing users' accounts.

honestly it's not a terrible idea. it may be a distraction from their core purpose, but it's probably something they can test and learn from within a ~90 day cycle.