Yep, that chart is intentionally misleading. If you counted for Facebook / Instagram every individual viewer of each photo, I would imagine the scale dwarfs that of Snapchat.
As noted in the article linked: "...88% of snaps sent to one recipient."
If the KPCB chart were adjusted such that one send = one upload (certainly a better measure) I doubt the delta between Snapchat and Instagram changes much.
