Also a daily subscriber to Stratechery. Ben (Zuck?) under-indexes on the feeling of good will associated with a good product experience. But I agree that we over-index on it here on HN. IG won on speed, usability and UX over early competitors like Hipstamiatic and Flickr. But for sure the network was the addictive glue that brought users back, new users in and made the entire product grow. FB feels like the opposite experience to me - crappy product decisions, bloated UX, bad will. My best guess is FB pushed IGTV on Mike and Kevin. They did their best to implement it, but it feels tacked on, like a FB feature, and it became clear that more and more feature pressure was going to be put on the product until it too became bloated and incomprehensible. I don't think Ben sees this, but the poor product choices (in deference to business and strategy) will pile up and the vein will collapse, just as it is starting to do in FB's main product. IG had a good run, it's hard to imagine a future where it gets better from here.