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AlfredoTurkey said:
It's only 10% of what they want it to be? It's already peaked lol.

http://www.csmonitor.com/Technology/2016/0724/Data-suggest-Pokemon-Go-has-peaked-Is-the-game-s-popularity-sustainable

I think Niantic meant in terms of what they want the game to be. They seem to want the game to be more than just about walking around catching pokemon. They want to add more features.