Some people found the list of rules amusing or even revolting and made photos to share it with their friends. When the sign was updated with the rule: “not talking about annoying hipster topics” people wouldn’t stop making photos of the updated list of rules.
Apparently the store owner did not like this because the sign was updated with a new rule: “not posting this on Instagram, you hipster”. Although some might find this revolting many see the coffee shop as a sanctuary for anyone who wants to escape their tech life.
By refusing to offer Wi-Fi and making a rule against using Instagram the store owner applied reverse psychology marketing. People still make photos of the rules and share it with their friends via 3G and enjoy a good cup of coffee. People now read real books and chat with their friends instead of browsing the internet from their mobile phones or laptops.