Sort of, yeah, but it’s worth recognizing that this is a little different insofar as this isn’t an independent new platform, this is directly linked to and leveraging the existing audience of Instagram into the platform.

This isn’t the case of an independent new platform like, say, Kick trying to draw in an audience away from existing platforms to theirs. There’s a distinct advantage here that they’ve clearly benefited from in terms of lowering the barrier to entry by not requiring a new account to be made. It may not sound like much, but every point of friction counts for anything new.