I don't think all relationships are Instagram based. I think it's up to the couple and how they "expose" their relationship in social media.
Charles/ Charlotte and kelly/max are the most talked couples not only because the drivers are well known but because they have a very public relationship. You don't see people talking and speculating on their birthdays about carmen/ George or mick/Justine because they don't have an open relationship on social media. So people don't have any expectations
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