I'm often baffled at the way Pitchfork et al have embraced Spotify when it so clearly wants to own everything to do with music so it can extract value everywhere.

I love Spotify the product, but it's a terrible, impersonal experience in a lot of ways, and also doesn't feel very sticky to me. Sure, I need access to the catalogue, but the playlists leave me cold and I could easily switch to another service. I feel like there'll be opportunities for instagram-like upstarts to chip away at their base, offering things that their big, impersonal machine can't as it's so focused on scale.