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Cool article that is pretty far afield from my core expertise, but my inclination after reading it is to say YES. I'm waiting for the game company I can white label and use inside MY (or our) content.

Problem with that idea is white labeling the same game over and over has no value, so the game itself would need to be created in blocks that were customizable so each iteration of the game felt different and unique.

Not ure I understand hi the one, Apple's desire to make more IPhone sales, is created by the other, Apple's app giving away free stuff, but maybe our understanding isn't necessary :),