This reminds me a lot of doping in sports. With seemingly normal people justifying it with "everyone is doing it so you have to do it to level the field" with a complete disregard for the ethical side of it.
The problem is that Instagram incentivizes this sort of behaviour by greatly-diminishing the reach of those companies/users that have legitimately built their followers. I mean we see 10% reach of our followers (if we're lucky) with any of our posts. That means 90% of our real followers don't get to see our posts that they have asked to see (by following our account).
