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I would imagine, stefan probably jumped @ the idea of people using their 'real' face book accounts, and playing a social mmo with 'real' friends. If only he had some more patience...
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Facebook and the App Store are used by millions of people and they make it streamlined enough so you don't have to do much to advertise on the platform because they do most of it for you along with word of mouth.
Graal would be a lot better if Stefan/unixmad focused on making it a quality game and not trying to jam it down people's throats on every platform they can.
You don't need to waste money on ****ty banner ads to attract users. Don't underestimate the power of word-of-mouth.