So it appears that Instagram has made the tech headlines for two separate reasons in the space of less than a week.
Fresh from putting Android users out of their misery by releasing a (somewhat inferior, some would say) version of the app, now it's only gone and been bought up by the big daddy of social networks: Facebook for a pretty cool billion dollars.
"I'm excited to share the news that we've agreed to acquire Instagram and that their talented team will be joining Facebook," said Mark Zuckerberg, Facebook CEO
The big question on Twitter though doesn't appear to be "Will they give us more filters?" or even "Will they give us tilt shift on Android like iOS users" but more "Are Facebook gonna make it into a load of crap?"
Facebook, for its part claims that it will remain independent and will even continue to allow postings to other social networks:
"We believe these are different experiences that complement each other. But in order to do this well, we need to be mindful about keeping and building on Instagram's strengths and features rather than just trying to integrate everything into Facebook."
And Instagram promised independently to continue as is: "The Instagram app will still be the same one you know and love. You’ll still have all the same people you follow and that follow you.
The hope is that this won't just become some kind of big boo-boo that ends up falling apart. As Techradar has nostalgically mused, remember what happened to Flickr...
The move also no doubt helps Facebook justify its expected $1bn valuation. After all, if it paid $1bn for Instagram it has got to be worth 100 times that, hasn't it?