I believe Apple taught them that
Twitter and Instagram seem to have come to the same conclusion: to make money, they need to completely control the user experience.
Controlling the user experience makes it easier but I don't think it is a requirement. As a counter example Google has done OK.
I agree with you on that one, spent the last few years working really hard to establish bases and communities and now I can't reach them unless all my clients pay me less and Facebook & all the Social sites more. Robbery.
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