From the article: “My idea was that this should only ask for three minutes of your time,” Wardle told me. “It doesn’t addict you, it doesn’t record your data,

From the article: “My idea was that this should only ask for three minutes of your time,” Wardle told me. “It doesn’t addict you, it doesn’t record your data, it doesn’t track you, there was no way to pay for it or run ads against it—basically, it was designed not to go viral.” Sounds like it was a design failure then, by the creators own metrics