I would argue that latter is a process whereby the customer is less in control. There is no negotiating how much of that £40 cake he would actually like to eat, or will even be able to eat; this is how it's packaged, like it or not. The payment system in social gaming provides more control, allowing the customer to more accurately get what he wants. It allows the less interested gamer to spend less, and the more interested to spend more."
-Clubv3's Ciaran O'Connor argues that social gamers aren't just profligate morons in his new white paper, entitled "What is the Appeal of Social Games"