Facebook and Instagram  

Dammit.

Just…dammit.

These things always start out with the best intentions but unless you’re Amazon and Zappos they never pan out the way you want.

To be clear – I’m totally happy for the Instagram team – they deserve the success they’ve found tenfold. I just wish it wasn’t Facebook…because no matter how much you say,

It’s important to be clear that Instagram is not going away. We’l be working with Facebook to evolve Instagram and build the network. We’ll continue to add new features to the product and find new ways to create a better mobile photos experience.

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.You’ll still be able to share to other social networks. And you’ll still have all the other features that make the app so fun and unique.

We’re psyched to be joining Facebook and are excited to build a better Instagram for everyone.

The reality is different. It just is. The guise of the network becomes different. The guise of the mobile service changes. It shifts.

This isn’t a slight at Facebook – I’d feel the same way if Twitter, Google or even Apple bought this company.

Maybe I’m being irrational – I’m sure I am. In the long run, this will enable more people to use Instagram, which is obviously great. And yet. And yet.

Update: $1 billion.

That’s some serious money. Like, that’s an offer you can’t refuse. Good on them.