Somewhere in an office in Momentum the following conversation happened: Boss: So we are launching a new product, Multiply, that is going to work with an app. IT: Great but the app isn't ready. B: No problem. People will love it anyway. Also, by the way, we are also launching Multiply Money, a product integral to the Multiply offering. IT: Should we integrate it with the new Multiply App? B: Well, of course not, create another App called Multiply Money, people will love it. IT: Sure. Right away. When is it launching. B: We already launched it. But wait, we also just lost Takealot, lets increase our benefits to now include coffee vouchers based on active days being reached. IT: Nice, from where? B: Why, the first name that comes up when you mention great coffee of course, Wimpy. People will love it. IT: Oh, how do people access these benefits. Should we integrate it with one of our two apps already running? B: Of course not, lets only let them access it from the website. People will love it. IT: People are now using their benefits, what should we do? B: Well wipe all the links to the only mechanisms that allow you to accrue the benefits, linked devices, and call it an upgrade. People love upgrades. IT: Well, people are re-linking their devices, what now? B: Its so obvious, crash the site and tell people to try again later. They will love it. Good job everyone.