Or possibly, as is actually mentioned in the article under discussion, to lay groundwork for a later legal defense of their mark.

I don't buy that this three-guy operation has the means for such litigation and this post gives no indication they've had any consultation with a relevant legal professional thus far.

Well, what of it? They're worried Instagram is going to eat their mark bones and all; whether they're planning to litigate or otherwise, their best defense is to make as much noise about it as they can.