> In the end, we pre-installed it on every device we sold. Then we forcibly pushed it to every supported phone on our network. The backlash was incredible. As you might expect, people think of their phones as their own personal space. Having a new app shoved on there felt like an invasion. It took up memory space, true, but more importantly it took up psychological space. We had reminded customers that we thought of them as little more than cattle; a resource we controlled with an aim to extract value.<p>But what was the overall result of that decision? Did people put in the effort to remove it? Or did they come to use it? Did the mobile operator regret doing it?<p>Backlash is fleeting. How did the new app do?