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'... In March, the researchers said Instagram should reduce exposure to celebrity content about fashion, beauty and relationships, while increasing exposure to content from close friends, according to a slide deck they uploaded to Facebook’s internal message board. A current employee, in comments on the message board, questioned that idea, saying celebrities with perfect lives were key to the app. “Isn’t that what IG is mostly about?” he wrote...'
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Incidentally, when I joined, pre bookface, IG was about photography; sharing your shots, and interests.