Instagram used to be about interesting photography, but its biggest users are now rich assholes, bragging about their lavish lifestyles.
So maybe that's what they mean? The community used to be about photography, but now it's shifted to vapid celebrity worship, so they needed an equally vapid brand to match.
It's a feed based social media app. You dictate exactly what it shows you by who you follow. I curate my feed to be almost exclusively interesting photography. You can too.
Edit for a little more substance: /r/photography's monthly Instagram follower thread is a great place to find up and coming photographers to follow.
>But the Instagram icon and design was beginning to feel, well… not reflective of the community
What does this even mean in Instagram's context?