I convinced my mother to purchase the iOS version for all her grandchildren ... and then I played it. There was a distinct change in my behavior when there was a distinct change in the cards - they go from colorful bugs with different backgrounds to different symbols in black on white backgrounds. That's when I had to concentrate on what was actually on the screen and think about what moves to make.

I have yet to see what the younger ones do with it, but my 13yo found it somewhat interesting until he had to think - that made it less of a game for him and he became less interested.

My anecdotal experience with this game suggests that the same people who would excel at math (with a trait for "why is this wrong? let's try something else; let's dig deeper") will also excel at this game. Those that don't want to think are going to give up when the game changes.