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" ... There are limits to these kinds of umbrella strategies of bundling features into a successful product and Facebook could have reached them with Instagram. Next time you try to upload a simple photo and find that the app now offers you several more alternatives, some longer, some shorter, some ephemeral, some permanent and some a combination thereof: don’t worry, you haven’t suddenly turned into a technophobe. It’s what happens when an app that was originally simple and well-thought out becomes an umbrella used to cover all kinds of tools copied from others. It’s a strategy that may have worked in the past, but that has surely passed its sell-by date. ... "