Continuing with my exploration of the top 10 free apps in Apple\u2019s iTunes store, let us now consider the curious case of Socialcam.\n\tSocialcam, the social \u201cInstagram for video\u201d app developed by Justin.tv, is currently the number one free app in Apple\u2019s iTunes App Store. The latest version (4.3) has an average user rating of 4.5 stars. Socialcam has had a meteoric rise and now has more than 50 million users, according to CNBC. Socialcam\u2019s Facebook page has 22,892 likes, with 4,348 Facebook users talking about it.\u00a0\n\tThis must be an insanely great app, to borrow a phrase from Apple, right? What\u2019s interesting to me is that when you dig a little deeper, not everything seems so great.\n\tThree of Socialcam\u2019s current top four reviews in iTunes are fairly damning. \u201cSCAM,\u201d says one. \u201cTHIS IS AN APP FROM A HACKER! He\/she is just going to be able to access your Facebook profile and get your email address so they can send spam to you or people on your friend's list. DO NOT DOWNLOAD THIS APP!!! I repeat - DO NOT DOWNLOAD THIS APP!!!\u201d\n\tAnd then there\u2019s this article from All Things D, which states: \u201cUsing a combination of fortunate timing, Facebook\u2019s Open Graph influence and a new way of playing the system, Socialcam has effectively gamed Facebook, YouTube and the App Store to keep a strong grip on that ever-so-valuable user base.\u201d\n\tThe article speculates that Socialcam\u2019s swift rise to the top hasn\u2019t been entirely user-generated. \u201cSocialcam began scraping video content from Vevo and YouTube to add to its own network of users, which essentially amounts to ripping content directly from other services,\u201d the article says.\n\tSocialcam CEO Michael Seibel responded to All Things D\u2019s reporter by saying that \u201cto the best of our knowledge, we are not violating the terms of service of either company (Facebook or YouTube).\u201d\n\tSo is Socialcam a social scam? Or is this simply evidence of a backlash brewing against a suddenly popular app? And more importantly, does any of this really matter?\n\tI\u2019ll leave the first two questions for others to decide. As for whether or not it matters to you, my answer is: Not much. That\u2019s because Socialcam, however it achieved its top position in the iTunes store, is a perfectly good little app that does what it promises and costs you nothing in the process. (It\u2019s also available free for Android.)\n\tSocialcam enables you to shoot video clips using one of nine filters, such as Grunge, Noire, Vice, and 1970s (or no filter at all). You can add a stylized intro title to your clip as well as a music soundtrack. The music sometimes drowns out the video\u2019s audio, however, and once you\u2019ve added music and saved the video, there\u2019s no going back to removing the soundtrack.\n\tWhen your mini masterpiece is done, you can upload it to Facebook, Twitter, YouTube, Dropbox, Posterous, or Tumblr. Socialcam also lets you view, like and comment on other videos. Alternatively, you can keep your videos private, upload them to Socialcam\u2019s cloud and invite select people to view it via email. You can also upload and add titles and music to existing videos in your Camera Roll.\n\tAnd yet, Socialcam hasn\u2019t wowed me, mainly because it feels so familiar; the often-used description \u201cInstagram for video\u201d seems appropriate. Socialcam doesn\u2019t feel revolutionary. Nor is it unique\u2014other popular, free social video apps like Viddy are available. Socialcam may be, at least at the precise moment I type these words, the most popular free app on iTunes. But I have to wonder, for how long? It's relatively easy for any app developer to game the Top 10 systems in app stores and elsewhere. Holding onto a top 10 position over time with a product that's good, not great, is another challenge entirely.