I actually think that inadvertently Sofia has actually hit on a very good point. Many of these people are a new breed of reality star. They are prepared to put their lives, homes and children in the public eye, for fame and money for themselves.
The difference is, it didn't really start out like that, and many of these people are perceived as middle class and have good professions. They are therefore an advertisers dream. These reality stars can hit a new, often much wealthier target audience.
All the stories, the running around being 'normal', the staged beach walks or breakfasts. It is no different to watching a reality show.
That's why it's popular. Often with reality stars, they start out with a lot less, so they are trying to make money, better lives. But these people on the whole are trying to extend good careers or putting good careers on hold to make money by selling themselves/their house/their family/the brand they have created.
They are all businesses and they help each other, but I'd imagine there's a fair amount of back stabbing that goes on as it's such a competitive platform.
It's unusual to find people perceived to be 'posh' or 'middle class' who'd be prepared to be exposing children to so much, and putting details out there that go against internet safety advice. You can imagine that some of these private schools roll their eyes at the unwanted attention bought by some of these families.
I do have an interest in the child safety aspect and it baffles me why people would swap good jobs and professions for instafame, but like many pp have said, that's their choice. They should probably have agents who advise them on basic child safety and they should definitely have regulations for children staring in ads.
The ads and gifts should be fully declared and transparent.
It also seems silly to constantly get upset about people getting irritated or saying someone annoys them. If you have a million followers, some of them are going to think you are a narcissistic twit at times if you stare into your phone pulling faces and chatting about nonsense. Who cares if people want to moan about that? Regarding the instadad and some recent ridiculous antics, no they are not crime of the century, but I've been asked to leave shops with escapee toddlers for less, because it's simply not safe. So discussion around that is ok.
With regard to jealousy, these lives look so tiresome. If my husband spent so much time videoing and editing my youngest children to monetise our family, and putting himself out there as a bit of a goon, it wouldn't sit well with me. I'd imagine it's probably highly irritating.
For me, Instagram was like a magazine, 5 mins with a cup of tea or when kids had gone to bed. These threads have exposed the truth behind a lot of big accounts and also that it's changed to such a degree with stories that it is just another platform if people watching, reality stars and that's what they are striving for. Fame and money.