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It's got a user demographic similar to FarmVille. Female, late 20s to late 30s, well off. I'd guess some have decided based on FarmVille that this is a good demographic to grab the attention of.

This is be no means a scientifically valid survey, but based on the experience of my married friends when they got smart phones or tablets in their families, women buy, men seek free.

It's popular therefore it must be valuable, right? That metric worked well the last time the net got frothy.

Theory of the case: if the stuff is the focus of the experience, as opposed to communication (FB, twitter), it is a better marketing situation (less annoying, generallY).