It’s good that consumer brands have started using Instagram’s new “contact” feature that allows people to tap a button and send comments via text, phone or email. That lets brand managers consolidate their efforts along existing channels, taking them off the hook for also having to be responsible for DMs or other messages on social. But let’s not pretend this is more high-falutin’ than it is; It’s just a variation on the same contact us form that has been elsewhere on and off the web for, roughly, ever.