Heh, he describes this long grueling conversion funnel, with bizarre steps like creating a group with no one in it. Their UI shouldn't even allow that. Reminds me of the founder of Path speaking at a recent conference. He said they were coming from the web and they had all these pre-conceived notions about how to interact with their users. When a user posts a photo on the web there's a whole process of getting it from their desktop or wherever, tagging where it was, tagging their friends, etc.. He said with Path they had to throw all that out because mobile users don't want that. They want a single push button remote control for their lives on their phones, and you don't put complex steps in that.
Another kind of strange comment was about how ad/virtual goods companies make most of their money from poorer, less informed clients. That's simply not true. Often half or more of the profit is from the whales in freemium games and a lot of stuff is put into the game just to support these whales. In one game with virtual goods that I write, I make a heck of a lot more money from the diehard fans that buy multiple $5 coin packs compared to the free users who slog it out earning those coins through play, or the cheap tourist who just uses the starting coins or maybe buys once and never again to try out playing with full bonuses for a bit.
Another kind of strange comment was about how ad/virtual goods companies make most of their money from poorer, less informed clients. That's simply not true. Often half or more of the profit is from the whales in freemium games and a lot of stuff is put into the game just to support these whales. In one game with virtual goods that I write, I make a heck of a lot more money from the diehard fans that buy multiple $5 coin packs compared to the free users who slog it out earning those coins through play, or the cheap tourist who just uses the starting coins or maybe buys once and never again to try out playing with full bonuses for a bit.