Look, it’s just a given that people love their dogs stupid a lot. They also love Instagram effects and cute animals, broadly defined. We know this. But somehow Pack is only showing up now.

Social media for dogs has existed before, of course, but never with so much aggressive simplicity. The site is currently invite-only, opening to everyone in “spring 2013,” but people are already making profiles madly and “loving” each other’s pooches. It was only a matter of time. [Pack via Venture Beat]