It's an interesting thought that the reason there's no new Instagram is that Facebook left Instagram as its own thing. If they'd fully absorbed the brand, then

It's an interesting thought that the reason there's no new Instagram is that Facebook left Instagram as its own thing. If they'd fully absorbed the brand, then there would be a sort of vacuum in the category and someone else could come along. Instead there's Instagram, dominating the niche. Instagram isn't just not a competitor, they're a whole new line of defense for Facebook. It was a really smart play.