Candy Crush, as you may have heard, is a ninety-nine cent game about candy. The company is looking to go public, and they say they’re seeking a $7.6 billion IPO, because “value” is a very fluid concept in the iPhone game app industry.

Perhaps you remember Draw Something? Farmville? Even the mighty Angry Birds franchise is on shaky ground. There is a lesson in all those: when you bet on longevity in an industry that runs on boredom, brace yourself for disappointment …