In some recent client work, an emerging theme is that consumer tech. / media start-ups no longer control the most important bits of their UI. Today, if you’re a consumer technology or digital media company, nearly all of your customers will first encounter you through a channel like Facebook, Instagram, twitter, an app store or an email application. In each case: You, as the app developer or content owner have minimal control over how your application or content looks and works in these platforms.