No ads, no pay to play, no upgrades, no sign in, no social graph, takes 2 minutes per day, everyone plays the same/one puzzle per day, unwritten rules you don't ruin it for others, etc etc. The perks are great, I hope the NYT doesn't change it. I could take an ad, but changes to anything else might make me stop playing.

I disagree. In fact I'd say no one comes to wordle just to play a word game for 5 minutes and then forget about it. People share their solution grids all over the internet and private groups. They discuss their strategies and favorite start words. Late night hosts all play it on their shows. There's a new Wordle meme trending on Twitter every day. Heck people are so passionate about it that online backlash forced Apple to remove clones from the App Store and Twitter to remove bots that post spoilers – in under a day.

> there's no built in social or ad bs and the results can easily be shared anywhere you want if you want

Not for much longer. NYT has to recoup that investment somehow.

And even as nice as it is it's not going to sustain this level of hype for more than another couple of weeks.