After the hype comes the reality.
On Tuesday, PopCap announced it was setting up an experimental label called 4th & Battery to allow its designers and developers free reign to create smaller, simpler, and (sometimes) edgier games.
Or "a pressure valve intended to keep our heads from exploding," said Ed Allard, PopCap's executive vice president of studios.
The sad news is that its first release, Unpleasant Horse, has apparently been rejected by Apple because of its mature content.
"WTF? Apple rejected Unpleasant Horse cuz of "mature content?" We thought horses dying in meat grinders was wholesome family entertainment!," was the comment from the 4th & Battery twitter account (since deleted).
As submitted, the game enables players to take on the role of a 'strikingly unpleasant flying horse' who advances through the game by destroying small birds and landing on more pleasant horses from above, forcing them into a perpetual meat grinder for extra points and special bonuses.
Try, try again
However the game has now been resubmitted, this time with an appropriate age rating - we're guessing 17+.
"We're appealing, though (with a higher rating) and we'll hopefully have good news for y'all soon!" was the next tweet.
It's not the only game to recently get bumped up the App Store age ratings though. ToyTek's Filth Fair experienced something similar because of boobies.