For many people, Instagram sale is not a pretty picture

In short: not well.

Social analytics provider Crimson Hexagon revealed that only 12 percent of more than 201,000 mentions of the sale were rated positive, while 35 percent were undeniably negative.

One in 10 tweets about the subject indicated that people were planning to delete their Instagram account.

Among those who are upset about the sale is Harry Bernstein, co-owner of digital agency The 88. He immediately launched saveinstagram.com as “a call to action for Twitter users to tweet their Instagram photos by using the hashtag #instagram … as a collaborative protest.”