Why is Quartz launching its own app?

Chris Sutcliffe make a stab at identifying why Quartz is launching its own app – but none of them convincingly answer this key problem:

Research has demonstrated that drop-off for app use is precipitous after the first launch, and that unless your app is among the top four or five most-visited on a user’s phone, it’s unlikely they’ll open it with enough frequency to generate significant revenue.

The Quartz team are smart. Really smart. I’m not prepared to bet against them yet – but this looks like one of their bigger challenges.