I still do not understand the outrage over this. How would the new TOS actually negatively affect the users? What would ACTUALLY happen to them that is so horrible?

Here is a hypothetical:

1. I post a photo of a dinner table at a restaurant that shows some fizzy drinks in glasses.

2. SodaStream wants to post an ad on Instagram, and my photo gets selected kinda like a stock-photo would be selected because it is drink/food related, and it gets shown somewhere on Instagram's website.

Result: my life is not negatively impacted by this in any way, and the world continues turning.

My reaction: If ever saw this happening, my reaction would be "Whoa cool, that's a picture I took! And now tons of people are seeing it, instead of just the 5 or 6 people that normally see my Instagram photos. I'm internet famous, haha!"

The blogo-sphere's reaction: "RAAAAAAAGGGGGGEEE!!!!!!!!!" I ask: "Seriously, what is the big deal here?" They respond: "Just shut up, and RAAAAAAAAGGGGEEEEE!!!!"