But what Instagram isn’t any more is cutting edge. Instead of being hip, it is a world of commodified hipsterdom. All pigeon-toed loafers on pretty tiled floors and nail art on a hand holding a street-truck burger. It is a guilty pleasure, a cosy comforting world where everyone dresses really well and is also, like, super nice. It is a bit like watching reality TV, in fact. You get to watch attractive people living their lives, at a level of apparent intimacy that makes it compelling. Theoretically, Instagram is more high-minded than reality TV, because it shows you a kaleidoscope of viewpoints from all over the world. The trouble is they all look the same.