Hipstamatic has been around for a long time, even before Instagram, so I don't think this is a fair comparison.
I would also point out, anecdotally, that I haven't heard of anyone in my social circle using Mixel...not friends, but the people I follow online, on both the tech and photography world. This is not to say that Mixel was a bad app, just that it doesn't seem popular enough to buy for the tech or user base alone.