The title of this article should read "Instagram is now a business". Seems like adding non-seamless adds for this platform is not the best way to utilize the product they have. In my opinion, they should be driving more seamless integration with their apps that do generate revenue and use this as a property to prop those up. That's really why they bought this thing, to keep mobile pictures in Facebook's realm. They should drive more integration towards that goal. They certainly did not buy it because they thought it would generate revenue and profit eventually to provide a good return on the invested capital, so why try to utilize it like that?