Obviously, I don't think that our product is subversive. I think that there is a moral imperative for our product. A huge percent of the world's human suffering stems from peoples' inability to do the 'simple' behaviors they wish they could (eat less, go to the gym more, study, relax when they get home from work).

We’re not stupid: app-based approaches are not silver bullets. But if we’re going to help people fix some of their major lifestyle-based problems we need to do so with a rigourized technology of human behavior. Less sophisticated versions of what we do are already being used - and mostly by gaming companies. We’re bringing the most powerful technologies for changing human behavior to bare on some of the biggest problems there are.

For example, medical interventions, (i.e. curative care) involving doctors, specialized clinics and other health professionals is very expensive and will only become more so in the future. Preventative care - especially through mobile devices and apps - is extremely important if we want to lower the cost of health care over the long term. The most effective approach to prevention is building better, healthier habits. And apps scale stupidly well.

We only make production keys available to teams that we're sure are working in their users' best interests.