Yep, we all recognize that companies actually have to cover operating expenses (and I suspect that most people here are capitalistic enough to say a company should ideally make a profit).

But if you're going to change the rules once you have millions of users, a prominent notification as opposed to inserting language into the middle of a terms of use policy would seem to make sense. I think Instagram users would be much more willing to listen if the reason and justification for this policy shift were clearly explained and users clearly notified.