Honestly, the best thing Snap can do to control their destiny is gut headcount by 2/3. If they bring their costs down so they aren't burning cash, they still have a highly engaged user base that is stable with decent advertising revenue. If they aren't burning cash like a wildfire, they can have some time to think strategically to build better user growth and engagement. Spiegel needs a strong COO like Sheryl Sandberg to put realistic controls on expenses.

As it stands now they are basically pulling a Twitter.