Facebook keeps Instagram (and Whatsapp) as a form of market segmentation. Just like how Proctor & Gamble sells eleven (!) different brands of laundry detergent:

Facebook keeps Instagram (and Whatsapp) as a form of market segmentation. Just like how Proctor & Gamble sells eleven (!) different brands of laundry detergent: https://en.wikipedia.org/wiki/List_of_Procter_%26_Gamble_brands#Laundry_detergents https://en.wikipedia.org/wiki/List_of_Procter_%26_Gamble_bra... Presumably they capture more of the overall market for detergent that way. Maybe the same mechanisms do not apply to retail in general.