• 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