Cake
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    • I'd say it exactly is the strategy if you aim to build a destination, a place where people come by active choice, regularly and directly. I may see a CNN web page a couple of times a day, but I'll never install their app and start it from my home screen. I'll go to CNN if a link from Twitter points me there. I won't even care that it's CNN, as far as I am concerned it might as well be NBC or NYT or whatever. But I'll fire up my Twitter client a dozen times a day. And that's why it's an app and has a prominent place on my home screen.

      I believe Cake's aspiration is to be like that, somewhere where users start, not somewhere they end up by accident or a drive-by link.