Earlier quoted context omitted.
Uh that's what they've done. The article is about Instagram becoming like Facebook in the sense that this is a massive property on the scale of the core Facebook product. 700 million users vs Facebook's 2 billion.
Facebook has definitely not left it as the "same old Instagram". They've changed the home feed algorithm to basically the same as the Facebook home feed algorithm, and there's been a lot of content creators negatively impacted by it (I know this because of the industry my wife works in, which is having major issues now, where engagement has basically halved among anybody except the top maybe 5% of content creators).
Even companies like banks are using individual Next Best Action models to determine what marketing decision is right specifically for you rather than something generic to your demographic.