This is a fantastic example of how market speculation can lead to a complete waste of venture capital (they received $15 million or so. Luckily this should be a rather small part of the firm's portfolio). How these games were not ad supported from day one is beyond me. Let me put it another way:
My business model involves 3rd parties, a platform that has already proven, with millions of examples, that there is a low conversion rate to sales. I conclude that my dependence on ports from this market without support from key players in this new market will be enough to change the conversion rate. I have effectively set myself, and my partners, up for failure.
But wait, I have this 'rebel marketing' plan to sell customers.
This is too funny. I think I should set up a Kickstarter to 'free our pizza', and offer to to giver all membership to the restaurant. I will force all of the pizza makers to give out 1 piece to each member, and no one has to buy anything after buying their $50.00 membership. Oh, and no limits, make the rounds once, and you can go again and again.
I know this is not a good comparison, but it illustrates the point. A great idea plus horrific execution never works out. At least this lady got some press and the CEO title. Without drastic change, her shot in the business world is, well, shot.