We’re always wary of suggesting any service or app has jumped the shark, as such viewpoints can often be knee-jerk. But changes to photo-sharing app Instagram‘s terms of service run a real risk of alienating users. Witness the preparation for advertising: “You agree that a business or other entity may pay us to display your username, likeness, photos (along with any associated metadata), and/or actions you take, in connection with paid or sponsored content or promotions, without any compensation to you.” Artists may be nervous about that. But worse is this: “You acknowledge that we may not always identify paid services, sponsored content, or commercial communications as such.” Pretending ads aren’t ads? Most informed users will know Instagram needs to make money somehow – likely ads – but terms of this nature indicate a worrying corporate shift for a service built on its creativity and community.