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I'm highly skeptical that this tool will be able to deal with anything other than the most basic of pages.

What happens if your site already has a mobile version? I assume this Cinch tool would have to proxy your site to deliver their mobile rendition - thus keeping the consumer from ever landing on the site and triggering whatever native behaviour the developer intended for mobile browsers.

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My guess is that you wouldn't use the tool if you had a mobile version to your site. I wasn't on this team, but my understanding is that it's not intended for browsing per se. The idea is that a huge number of people are opening links from emails and other messages on mobile devices. Bounce rates are much higher when this link is directed to a full site rather than a "mobile-friendly" site. If you can capture their attention a bit longer with the "cinch'd" site, there is a much higher chance they will return later. I believe a feature to purchase directly from the cinch'd site is in the works.

The bottom line is that these guys built this from scratch in less than 54 hours -- pretty amazing to me.

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