- they want repeat players (users)
- they repeat a formula that sells
- when it doesn’t, they look to “adjust” it with something new and preferably cheap
- they give free samples to spread word of mouth
- they try to lock people into their environment
- they always want people to chase the next high
- looking for ways to keep you hooked on something for as long as possible
- they try to use their formula in all their products
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