I think everything is strategic. These people are represented by an agent now. I'm more than sure that MOD and FOD strategically focus on the content they put out, does anyone really actually think she would let her husband post so much of content about their children without a discussion first? Content is King, and it's alllll strategic. I'm not saying they are bad people, I don't think they are (just not my cup of tea, with their middle class 'I'm so woke' attitude), but they are brands at the end of the day. What's happened is she has focused (especially after all the backlash!) to be about her as a woman as someone rightly said above, faux feminism, midwife stuff (that's actually the good content), and other "cool" things that are so popular on the 'gram, wine o'clock (which I really friggin hate) etc etc. FOD brand is all about the children, and his goofy bullshit that's so annoying. So you get either "cool mom stuff" on one Instagram, and the other Instagram is "all about the children".
I'm so happy the AD branding / details has come about. Whilst MOD's own doesn't disgust me because WE ALL KNOW that's what she's mostly about anyyywayyy, other 'Insta-mums' gross me out with just how much content is ad / gift related e.g. Finlay Fox literally everything is an affiliation link, or gift. Ridiculous!