My first ever reply here but I've been following this topic for ages...
I used to really like many of the Instamums but now I only really like 1 or 2. The rest have turned me against many brands. I'm embarrassed on their behalf when they don't seem to be ashamed of pushing a product as "a must" at the same time as all their Instafriends. Just seems so genuine. Not.
And loads of the commentary is from their Instafriends. I wonder how "saleable" as influencers they would be, if you removed any likes and comments from other influencers...
As for it looking like MLMs in some case - they are pushing MLM products without any conscience. It'll be interesting to see how this market will develop. Many brands targeting the "middle classes", do so on trying to be ethical. If these influencers continue to show no ethical values (if the money is right, they'll do it) - fast fashion, fashion being produced under less ethical conditions, pushing MLMs, holidaying in less than democratic countries (because if it is free, it is worth it?) etc... - surely someone will see how brand destroying this is.