i'm sure you won't believe but it is not related. if it would be that way we could have written cute slogans aiming at Instagram :) BTW this uproar is more about Facebook than Instagram.

Instagram is a fine place but filters have become so cliche and so 2012.

It really doesn't matter whether or not you planned to do it, it's a good move. It's all business. You need to exploit weakness of your competition