Starts off well. The ads on the free version are not problematic either. But like many games today, the developers think they're cleverer than everyone else. Fair enough, turning up the difficulty on the same level in order to suck people into playing more out of sheer frustration probably does work most of the time. But I'm one of those exceptions who see it. I don't approve of this tactic used by developers. Having seen this play out already on Level 1, I've stopped and deleted the app. Shame.