Some social media influencers loathe it.
Others the Mercury have spoken to feel Instagram's decision to hide likes on posts has some merit.
While one social media expert believes the move is a "shrewd" one by a company [Facebook/Instagram] which has been criticised heavily in recent times for security and data breaches.
"I think it is a shrewd move from a PR perspective because it is being pitched by Facebook/Instagram as we are looking after our users.
"We are doing something because we are concerned about users," .Professor Charles Areni, the executive dean of the Faculty of Business at the University of Wollongong, said.
"It indirectly addresses accusations that people can become depressed and all sorts of negative things...and they are saying hey we don't want people to feel badly if one of their posts isn't popular or doesn't get a lot of likes.
"We want to take the pressure off users so we are doing something that is not a business interest, it's because we want to look after our users and make sure psychologically everything is good."
The new Instagram "like count ban" is currently being trialled in several countries, including Australia, New Zealand, Japan, Italy, Ireland, and Brazil.
The move is designed to make people focus on what they're uploading, rather than the likes their uploads receive.
The trial is in response to studies that found that photo-sharing apps can have negative effects on users' self-esteem and mental health.
Some of Instagram's influencers, who make money from posting sponsored posts which receive thousands (and sometimes millions) of likes, worry that the move will affect their earnings.
Instagram influencer Mikaela Testa actually deactivated her account for 24 hours in protest, before she posted some of her thoughts on her profile.
"I've put my blood, sweat, and tears into this for it to be ripped away, it's not just me suffering too, it's every brand and business I know," Testa wrote.
I think it is a shrewd move from a PR perspective because it is being pitched by Facebook/Instagram as we are looking after our users.Professor Charles Areni
Shellharbour active wear guru Lisa Trujillo said hiding likes was good and bad.
"I think that it really does effect businesses because I can't see whether or not someone's interaction is true," the Lisa Trujillo Active Wear founder said.
"When I want to put on an influencer where I pay them to promote my products, I want to see what their likes are like and if their interaction is more with women than men...because my business is all about women.
"But I also think it is a good thing because social media has a huge impact on people's confidence and mental health."
Port Kembla personal trainer and one of Instagram's "fitspo" [fitness inspiration] leaders Tanya Poppett, is a big fan of hiding likes.
"If it is going to change the way people view social media and interact with social media, and hopefully people have become more authentic and organic with what they post, then I think it will be for the best," she said.
Poppett said it wasn't about getting likes, but improving the overall engagement with her 419,000 Instagram followers that mattered most.
"The thing that makes me see if I'm engaging well with my audience is comments and saves," she said.
'It is easy to double tap. If they are taking the time to make a comment it has obviously resonated with them in some way.
"And, if they are taking the time to save like a workout or a recipe, they are going to use it later, so there is more value behind that I think than just getting a like."
Prof Areni said social media influencers and heavy users might not like the move but they're still going to post content.
"Light users might actually become more moderate because of the removed ego threat. It may turn out to be a sound business decision."