That is a great question. I think it's largely been overlooked by the incumbents (Zuora, Aria, Recurly) because of the complexities of the App Store and the re

That is a great question. I think it's largely been overlooked by the incumbents (Zuora, Aria, Recurly) because of the complexities of the App Store and the relatively small market compared to credit cards. But the market is growing and more companies are going multi-channel, selling on multiple platforms. Zuora has a really smug post about it that motivates me a lot to eat their lunch. https://www.zuora.com/2015/07/08/dont-give-apple-money-mobile-subscriptions-payments/ https://www.zuora.com/2015/07/08/dont-give-apple-money-mobil... I also think it's so early, people are just starting to define the problem and develop the standard techniques. 3 years ago, Apple was much more restrictive about what apps could use subscriptions, now it's basically open season. For non-game apps, this has turned monetization on its head. So long story short, I'm not sure. Which is why I'm excited to be the first to build something that I think is obviously needed. We will be able to define the category which is exciting (and a little scary.) p.s. i <3 lambda school, i'd love to attend a student defense someday