The problem with ubiquitous apps (or almost anything) having "personality" is that a large number of users may not like that particular "personality" and, from a UX standpoint, it may not serve a large number of particular use cases. Instagram is no longer a niche project.
I would argue the death of personality is more attributable to growth and optimizing for mass market dominance. There's a reason mom and pop business can be quirky and Citi and McDonalds can't.
I would argue the death of personality is more attributable to growth and optimizing for mass market dominance. There's a reason mom and pop business can be quirky and Citi and McDonalds can't.