An alternative view (which I got from listening from watching an interview with of the founders) is that HeyZap is more akin to "what comics were for newspapers

An alternative view (which I got from listening from watching an interview with of the founders) is that HeyZap is more akin to "what comics were for newspapers". That is, online social games could be ubiquitous with the online experience the way comics are in newspapers. HeyZap seems to be providing additional tools and platforms for enhancing the online games experience while being increasingly less intrusive on the experience of enjoying the content (why flip between tabs and sites when you can pop up or close a bar at the bottom like GChat?)