It was a field-driven tactic.

WHITEHOUSE: Press Briefing

Retrofit has developed a niche in the emerging field of so called data-driven weight loss.

FORBES: Can Technology Help To Promote Healthy Weight Loss?

She does not go on about the cloned humans, chimeras, drug- or chip-driven zombies, miracle cures and genetically enhanced super-people that litter so many books in this field.

ECONOMIST: Bioethics

The field is complicated by the fact that gluten-sensitivity diagnosis and treatment is often patient-driven.

FORBES: Gluten-Free Diets: Miracle Or Hype?

And this field of research being a self-examination, there are also many controversies, not all driven by strictly scientific motives.

ECONOMIST: The proper study of mankind

Whereas the largest players on the web are seeing heavy downloads based on name recognition and a shift in user behavior to more mobile-driven experiences, it appears that those same players have not yet figured out how to mine the field in terms of revenue.

FORBES: Social apps rise on mobile