I haven't tried Calm in a while, but I wonder if they were also trying to expand beyond meditation as Headspace has. Last time I checked, Headspace added general wellness features like workouts and also marketing tie-ins with Star Wars (and other Disney brands, I believe).
The whole thing fascinates me since it was initially just an app to help you meditate. But I suppose if the name of the game is growth, you have to expand somewhere.
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