@JohnPhilpin From an interview Anthony Casalena did with The Verge:

... right now, a lot of Squarespace clients think of Instagram and other social sites as their homepage — and they bring people to their websites just to complete transactions because they have more payment options on the web.

I don't think all of us on the "website-first" side of the public web have truly internalised the degree to which the silo social media industry has changed how we, as a society, think about the web.