“people don’t necessarily hate grinding. Or social play. Or timed engagement, or even games that are basically spreadsheets skinned with a graphical interface. They just hate nearly everything the social games business has tried to feed them so far. Looks like something a little bit sweet can go a long way.”

http://www.gamasutra.com/view/news/191740/Why_Candy_Box_became_more_social_than_social_games.php