This is the first time I'm seeing this. I'm surprised they have a .net domain and that the design is so terrible.
They just extracted Instagram comments and threw them in a sea of whitespace. No thought is given to anchoring content by importance or context, nor is there any esthetic apeal to it.
I hadn't seen one of these deep links before I installed the app. After I installed the app they just opened the app but did nothing because I don't have an account. But I just uninstalled the app and now I see. This makes me a lot more positive on this product!
