Furious comments and pictures of food

There has been a lot of talk about Instagram showing ads for the first time, and they have aparently kicked off this relatively expected move with a Michael Kor's add for a luxury watch. While there are many implications for this act, one particular comment has to be examined as hilarious and interesting. Among the thousands of likes, there were many furious comments, one of which was "Get this shit outta here. Nobody cares about your awfully expensive watch.". Apparently endless photos of artistic looking food is entertaining and addictive, however a photo of a luxury watch is infuriating. Baffling.

Even more interesting is that Facebook newsfeed ads, which are almost identical to an instagram feed add are completely accepted, and not seen as offensive at all. I am not sure what the difference is, however I suspect the answer has something to do with the tipping point where your feed turns from information from several carefully selected sources (ie. following 10 close friends) to a giant network providing you a torrent of information (what Facebook Newsfeed has turned into). I think it would sever Digital Marketers well to investigate at what point this crossover happens, and the impact this has on add. Luckily, Twitter provides an almost identical, but much more mature platform to study in order to come up with this answer.