Perhaps one thought to reflect upon before passing judgement would be the possibility of this app bringing more Jews into the fold. How many semi observant Jews would be more observant if not for their phone being used on Shabbos? How many Jews have elderly parents or teenagers and the stress and worry of their well being takes away from their neshama yesaira? How many Jews feel that orthodoxy is old fashioned and antiquated and crave their religion to grow with the times?
The attitude of "its shver tzu zein a yid" that this app so beautiful portrays, is the only thing causing people to leave the fold. This attitude is more treif than all the bacon in the world.
They think that they are being innovative. "If only yiddishkeit was easier, less restrictive, more inclusive... " Its the same regurgitated crap they've been selling since the enlightenment.. Guess what, the unchanged yeshiva people or chassidim are the ones that are growing by leaps and bounds. The open-reform-conserva-modern-feminista-doxes will be relegated to the garbage heaps of history.
/Rant!