Fair enough, that part was a little hyperbolic. What I meant to say is that these people may not be aware of how much they spend overall, because it's in such small increments. I can't prove it, but I think if Zynga would offer their games for a monthly fee, even the players that regularly spend more than that amount would quit, or not subscribe in the first place. Somehow some people are much more comfortable spending $1 twenty times than $10 once.