Well, I go to Instagram to spend surplus time which I was gonna waste anyway. If instagram shows me an ad which it thinks fit my demographics and helps me improve my lifestyle, it is a win-win for all 3 parties [aggregator, sellers, buyers] involved. I don't care how I reached there. I am knowledgeable enough to distinguish what is relevant to me. Amazon results are litered with ads. It is similar how to Walmart would preselect products for you and you have little to no-choice among them. Do you get a personal choice in what should be put on shelf. Walmart does the selection based on internal data it gathered. It can build a profile on you.