Couldn't read whole article because of paywall but I agree, Snapchat has done certain things to not become Instagram, it will be harder to monetize but it doesn't disrupt the Snapchat personal feel as compared to Instagram's "Social Media" feel where your life is always on display.

Moreover, I've started an app, did some questioning and first-year university students don't even add new friends on Facebook anymore when they come to university as compared to those who did this the year before. However, they add each other on Snapchat and follow occasionally on Instagram.