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How is it a conspiracy theory to think that an ad-based company is trying to make ads perform more effectively with one of their high-profile properties by trying out a new app medium?

You're right. Conspiracy theory may be overstating it.

My point is that so far, everything points to Inbox falling on the "get/keep more users" side of the spectrum as opposed to the "increase monetization on existing users" side, similar to how Google Now tries to keep users giving information to Google as opposed to show them ads directly. It may eventually do both, but the former is what the current features target.

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