Ok does that mean you like or dislike it ... I am not talking about the cost of salaries here I am talking about the huge server costs to support their platform. I can assure you it will be a huge monthly server bill if their plan is to aggregate all apps into their app.
Then the marketing costs involved will be phenominal to break through the noise and tell the market why its better to use their app rather than the native app will cost a fortune. Is their offering unique yes, but will a regular user of Instagram, especially the ones making huge amounts of money off Instagram and other social medias change to use their app very doubtful.
Will Uber or Dominos as they use as example, share a profit with them after spending X amount of dollars aquiring that customer, doubtful.
All I am saying is great idea, cost, logistics and marketing nightmare IMO
Take my opinion with a grain of salt, use your own knowledge and if you like it buy it. I am offering a different perspective, Devils advocate view.
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