If you look at several of the games it mentions, they are not "light vs full" versions of the games. They are more like Farmville, where you can buy better stuf

If you look at several of the games it mentions, they are not "light vs full" versions of the games. They are more like Farmville, where you can buy better stuff and/or progress faster. This is a far more lucrative model than the light/full model because it doesn't end after the first purchase.