Interesting mini-experiment. I feel like it's missing a step or two between 3 and 99. You might also do this with more than one app with similar activity and beginning sizes, and only measure the change from one increase.
Unless your app has most of its content <i>contained within the app</i>, I can't even imagine how you get to the mindset in thinking 100MB for a phone app is normal.<p>Looking at their breakdown of the Olympic app, I can see using some of that space for media since you don't want to pull all the images over-the-air every time, but 16 MB just for fonts? How do fonts take up more space than the embedded video?<p>The only apps I've downloaded that broke 30 MB or so have all been games that use local textures and geometry (and likely came from Unity). If I see an app which isn't a game taking over maybe 30 MB, it's an instant cancellation for me. I think mobile developers can afford to spend a little more effort on optimization instead of pretending it's another platform with limitless resources.