Selfies tagged with #NoFilter tend to get more likes than those that are not, so it makes sense that any Instagram user looking for a little boost in internet-fame would slap #NoFilter on their photos.
But what if the picture just looks a lot better with Valencia or X-Pro II applied to it? Well, then I guess you’ve got no choice other than a little white lie. I mean it’s not like it’s going to hurt anyone -- it's just Instagram, after all. And no one’s even going to know, right?