Josh: We knew there was potential, but the design was wonky and the GPS logic was off. The special sauce was all wrong. So we had to go back and revisit both from a technical standpoint and a design standpoint to really figure out how people would flow through the app. We took a really deep dive to consider what's most important in the app and, at the same time, pour some eye candy into it to make the best use of the iPhone.
During that time, there was definitely a lightbulb moment: oh man, we're building something really big and meaningful here, something more than just a simple game. We realized that game mechanics could be used to give an incentive to a mass-market audience to share their locations and encourage people to go out and visit more and different places. That really changed our attitude and made us realize that we had to be more aggressive about making design decisions to make something that would appeal to people beyond the gamer crowd.