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If its part of a viral loop, its probably trying to get them to invite more friends (on average). Case Study: Continuousdeployment makes releases n. Towards a new entrepreneurship ► 2009 (88) ► December (4) Continuousdeployment for mission-critical applica. and get the answer back as a string.
At a high level, anything that drives virality should be free. To take your specific example about virality - why do we want to have more users sign up? If so, thats a form of free-serves-paid, and we should be willing to cut those users off who arent continuing to advertise. Case Study: Continuousdeployment makes releases n.
If you ask an expert in Facebook apps to come help build yours, youll usually hear the same advice: build your app for virality. Thats sensible advice; most people who have made a business on Facebook rely on the viral driver of growth. If you have a virally-growing app, you dont need the extra installs.
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