Recently, they were seem to have been floundering about with some last-ditch engagement attempts -- game-wide "feats". One of them was to invite as many people as possible to the game, and there was widespread backlash, very depressing now that I think about it.

They were fairly open, with an API that enabled several third-party iPhone / iPad apps -- but that were mostly passive inventory viewers, etc. I wonder how things would have gone with Facebook integration instead, with noble attempts at social networking and feed publishing. May have given them the edge they needed.