In developing an iPhone App, many companies are taking a risk, both financially and to their reputation. An app that releases to chilly reviews can often leave a lasting negative impression on a weary public. Additionally, with so many new apps being released every day, it is incredibly difficult for a single app to distinguish itself from the competition. With that said, there is no excuse for a company to be less than completely forthcoming in their app title and description. Unlike in Search Engine Marketing, there does not appear to be any monitoring of content promised versus content delivered. Still, if a particular application is limited, it should be clearly noted as such. To do otherwise not only underestimates, but disrespects the very audience they are trying to engage.