It’s a very simple idea and it’s a little bit addictive, too. It’s a website where Lomo-fi can do battle against 1977; Toaster can take on Inkwell; and Apollo and Hefe can slog it out. Two Instagram images are placed side-by-side and you get to choose which you prefer by clicking on it. And then another two appear. And another two. And another two. Oh hell, before you know it, you’ve been sucked in and you’re late for your dinner date.

It’s called Pic A Fight. It was developed by Paul Stamatiou and Chad Etzel, because, as far as I could tell, they could. It entertained them. It’s been entertaining me this evening, too. Instagram users can sign up and submit their images to contest fights. The images that score the most highly get displayed in the Top Pics gallery. And, yeah, that’s about it.

Kapow! Fairy lights versus dessert

You can even send other users’ pictures into pitched battle if you fancy a bit of fratricide, though.

Pic A Fight: slightly addictive Instagram aesthetic contests.

(Headsup to TechCrunch.)