I definitely think that the seamless buying experience is one of the key, not the only one. Yes, the device is begging for the software but let's imagine that

I definitely think that the seamless buying experience is one of the key, not the only one. Yes, the device is begging for the software but let's imagine that you have to go through a regular 'checkout' experience. I really don't think I would have bought any of those 1$ games which I buy on a whim. In fact, if there is any app which is less than 5$ and looks even slightly interesting, I click on the 'Buy Now' button. [These days, I actually hate entering my iTunes password. I wish there was a setting for it to not prompt me password at all. I am the exclusive user of my phone.] To relate to my retail experience, let me bring up my favorite Amazon Prime service. If I am interested in any particular item and it's available on Prime, I generally order it even if I am not 100% sure. If it was on some other website, I will think 5 times before decided to purchase it. I can't count how many times I have abandoned check out when the site does not let me do 'Guest Checkout'. I simply do not have the patience to create yet another account just to buy one item. It is actually surprising to me that so many websites still don't offer guest checkout. They are leaving some serious money on the table.