While shallow, I think it's a brilliant business idea.

Say what you will about Instagram, but I think it has vastly increased the business value of interestingness. There's a reason Applebees and many generic chain restaurants are struggling—they are boring. If you have a restaurant with cool artwork or an interesting vibe, it's more likely to succeed.

It's cyclical. People see interesting place on Instagram and want to go to this interesting place. People take selfies there and more people want to go.

Whether it's a colorful museum or a fancy coffee shop, interestingness has business value.