[tomlin]

Absolutely right. I am finding that, especially with mobile, you have to really think about the design so that shit work is cut to a minimum. For example, I am in the process of making an iOS app, but it interfaces with an external appliance. I don't want to ask the user to input host, port, etc., so instead I'd much rather do the extra leg work and implement uPnP detection and then ask the user as a last resort. Apple has figured this out. 70% is in your face while the rest is within hands reach.

As an analogy, Circles is driving users to a brick wall hoping they will climb over to see what is the big deal is. Assuming they care. Assuming they aren't in the middle of something when they get the invite.

Which makes me think about the "Find My Friends" App on iOS. If Apple flipped the "social" switch, they would have creatively acquired a power which no other social network would be able to grasp without huge privacy backlash - knowledge of where you and all of your friends are at any given time. Here's the sell: You already have the app. How does this relate to shit work? Well, you'd be apart of a social network where you, your friends are already members, your latest photos are already there (iCloud), you know where your friends are and what they are doing - and you did very little work.