Quick aside: upon reading the current version of the linked article and then @onyeka’s reply, I have to ask @lordbanks why the original article was edited. Hmmm… 
For the benefit of future readers, the original article was edited to exclude the following, which seems innocuous enough to me:
“App usage and traffic is exploding” says Sim Shagaya, Konga’s founder and CEO. “This is also an attempt to get our engineers to think mobile only…it’s a good way to find out robustness of mobile APIs. Mobile is just another front end."
But back to my original point: I can’t say whether this is a good tactic that’s part of a larger non-public strategy, or a bad short-sighted idea…I’ll defer to Mr. Shagaya & co…but I can say it’s a pretty bold experiment, assuming (fairly I think) that the majority of Konga users don’t use/have the Konga app.
But it does make me think, given the earlier Radar conversation on pay-on-delivery, that a similar bold experiment (a “mega sale that promises mega discounts” if you use the app pre-pay) may not be as unreasonable as some thought (myself & apparently @Obi_Ik included.)
Maybe Konga sees its mobile app usage as more problematic/important/actionable than moving customers towards pre-pay?