When I first read about them and heard his TED talk, I really believed in what he was saying, that they aspired to change the way the world reads. I believed in his revolution...
So, this is definitely a let down...
Anyway, the folks at Push Pop Press, as well as Sofa and the rest of top tier design talent that Facebook have been eating up, are smart bunch and I'm sure they know what and why are they doing. Or it could be the allure of a metric buttload of money.
People can be smart but sometimes the short-term allure of happiness (in this case the payout) can harm their long-term growth and impact to the world.