It is a very interesting guidance, thank you. I liked the point about smart onboarding most. Used Duolingo for a while, and it really has a wonderful UX.

However, I wanted to comment Alan’s claim. It is right that big players control the entire industry largely and can establish they own rules. Nonetheless, their power exists only to some extent. What happened to Yahoo? And it was once powerful as a Google is now. As for me, small apps like those in reviews here have equal chance to establish their own “fashion” with large corporations.