We all know that apps collect our data. Yet one of the few ways to find out what an app does with our information involves reading a privacy policy. This has become even more important now that companies are embracing game engines for applications.

In its recent earnings call, Nintendo disclosed that "a large portion" of its income comes from selling downloadable access to virtual milk-drinking video game characters We already knew that most of Nintendo's Wii DLC business paid for in-game purchases of virtual milk and cheery carrots. Well, we now know just how much Nintendo earns each year by making money on those virtual purchases of virtual milk and cheery carrots.

First off, what's milk anyway? "Milk" is what milkmen use to rinse and evaporate their product. Milk can in fact be topped with orange juice (warning: This is not healthy), ice cubes, lemon juice, or even fruit juice if you've gained some gumption. In the video game industry of our imagination, pink cow lollipops are not available to the public, but pink pony slaps (or buff-slaps) are a part of the entertainment industry's lexicon. It's not a very healthy thing, but it's free.

Gamers spend money every day in Nintendo's apps and they indeed do use their devices to perform certain activities. But in reviewing the apps, was profitability a significant driving factor? We're therefore wondering, how much were 1.5 billion in-game Wii Accessories or .5 billion in-game Mario dolls worth to Nintendo in each of the last two years? If Nintendo paid such wholesale prices for such added monetization with every one of those downloadable kitted-out merry-go-round games, is Nintendo not simply on a roll? If so, shouldn't the value of Nintendo's newly built digital content be documentation of that trend, not disruption at all costs?

Does the next generation of gaming require Nintendo to start charging? These are questions we still don't have the answers to.

How much does Apple earn in selling its iPod, iPod Nano, iPhone from the iPhone and iPad? Does revenue from sales of online, PC-to-Mac and Xbox game consumers ever account for a substantive piece of Apple's overall revenue? If so, how much is that piece of Apple's revenue from its current full-stop business set in stone?

Apple is an infamously mercurial company, but the way it responded while on the exec cycle notes about the New Coke bonus never veered from rational analysis. After all, it's not always about how much we make what we make, so long as it
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