It's not at all corp speak... are you serious?

It's the same idea behind Facebook trying to buy Snapchat. Facebook realizes another team is much more innovative & successful than them in attracting young users, so they try and spend money to acquire that talent and invest in that team's innovative ability (pay $3B now to realize >$3B revenue in the future).

zynga knows it has an innovation problem. one way to jumpstart r&d and innovation is by acquiring talented engineers with impressive technology. by all accounts, naturalmotion offers both of these. rendering graphics more lifelike is very much one way to differentiate and innovate with games, and arguably the more defensible option. game mechanics can be cloned in a matter of months, if not weeks. however, as ea demonstrated with the madden and fifa franchises, mesmerizing graphics and lifelike animation cannot. they can help produce a high barrier to entry while advancing zynga's agenda of developing uniquely entertaining games.