App reviews are prime real estate in the Play Store, as they offer you a way to leave feedback on about whether or not that last game you bought was worth it.
Google is apparently taking a butter knife to the process in an effort to smooth things out. Instead of the current pop-out window, some are seeing an integrated frame for when you want to rate and app and write a review.
I couldn’t trigger the change myself, so Google may be A/B testing the new feature or rolling it out slowly. Fire up the Play Store yourself and see what you find.
The story behind the story: Google has made a considerable effort in the last year or so to really optimize every aspect of the Play Store. It can tap into your Gmail for recommendations and lets you pre-register for apps. More downloads means more money, so you should see such tweaks all the time as Google tries to find the right formula.
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