I feel like if instagram were to be driven further in the monetisation direction, we would no-longer have instagram, so someone else could innovate around photo

I feel like if instagram were to be driven further in the monetisation direction, we would no-longer have instagram, so someone else could innovate around photos, and take the still photo market. I feel like instagram is no longer an actual photo sharing app, just a place where high profile users promote stuff to their followers.