SnapChat’s new Discover feature is the darling of the media’s digerati this month, with CNN, ESPN and even hipster news Vice dropping in ephemeral news content as potential millennial bait. Matthew Ingram looks at what’s really in it for publishers who play ball with SnapChat — more eyeballs, surely, and an opportunity to transform ephemeral users into loyal ones. Meanwhile, one certain beneficiary will be Snapchat itself.