They are in a tight spot. This is one of the most simple, elegant and original game ideas of recent times. One of those that make you wonder how has no one man

They are in a tight spot. This is one of the most simple, elegant and original game ideas of recent times. One of those that make you wonder how has no one managed to stumble on it before. It is inevitable it got copied. The reason why it got copied and why 1024/2048 got really popular is that they have overdone the original. The interface is just too funky, there's fluff, fluff and decoration. Rubbery UI makes you feel like you are fighting with the app every time you use it. There are also those smileys on tiles too. So what you have is an idea that looks more complicated than needed (with 1s and 2s being special) and the execution that looks cluttered. That's just asking for a simpler clone - exactly what they got in 1024 and 2048. Now they have an unenviable task of trying to convince players that added complexity in their version is by design. That or try and slim down the game for faster pace (and perhaps add "basic" mode that mimics clones' simpler mechanics).