Fair enough, we don't agree but this is a free country after all. And besides, who cares what either of us think about this point, history will decide. Photography is definitely morphing into something new with technology playing a larger role over time. The written word on the internet isn't really a good analogy, a better one would be software that takes the written word and embellishes it with similes and metaphors generated from HMM algorithms, or rewriting adjectives with embellished phrases for you, or converting it to iambic pentameter. These are the literary metaphors of photo filters. Can you imagine picking up a copy of Gravity's Rainbow and having to chose between the Ludwig, Aden or Mayfair filter. One has Slothrop not rescue Katje from the octopus. That's what these photo filter apps are doing to photography. Maybe people don't care, maybe there's layers to photography and there's no spill between them, like you say, maybe these layers are isolated from one another. I like it when the name changes so we don't call them photo filters but something more lomo to show it's not meant to be photography. If he were dead, Jeff Wall would be rolling in his grave.