[saurik]

I think the normal summary would be "the new version of our tool has streamlined numerous features, allowing you to spend less time using our app; testing already reports people spend 30% less time"; the implication, though, left out of the summary, is "and accomplish the same things" (which is why it is only summarized as the exact opposite, but the metric, I agree, is not the exact opposite).

[netheril96]

For entertainment apps such as social networking, games and music, there are no specific goals to achieve, and more time spent the better. I don't know whether that applies to the app in this article, though.

[saurik]

Hence why I qualified my statement to "a tool designed...", as that is what the article is discussing (the wording of your comment makes me wonder if you read it at all ;P). FEIW, I also question whether "engagement" is good metric for social tools as well: you up engagement by making things critically need harder to use, which is a perverse incentive.