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I would argue the distinction there would be that you're subscribing to a general web service rather than a specific app, and that the app is just one of the ways to access the service.

But that doesn't really explain what is going on here, since the same should apply to Hey.

Seems to me then it would apply to this app as well, as the value of the app is the Email Client and their Workflows which are server side

The email client is just a interface for the server product just like Netflix, Uber or any of the others

You're completely dismissing the value of end user experience. Which is kind of odd given that BaseCamp's main point of differentiation is the experience.

It's akin to saying all cars are the same because they have 4 wheels and an engine.

Apple (via the app store) has never charged for physical goods and services only virtual (bits) - e.g. ebooks, game coins, etc.

Uber, Deliveroo, and Grubhub are not delivering virtual goods.