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There's also the question of whether Instagram is a net positive by itself.

I would hazard that before the "FROM FACEBOOK" branding last year the majority of users didn't even know it was a facebook property. And even now I bet a large plurality don't know and the majority of the rest don't care.

If not for Facebook, wouldn't their roadmap have been self service ad buying, ad analytics, etc, instead of refining the consumer side?