Because the content on her app was often more explicit than what is allowed on the Google Play Store or Apple App Store, the "install" process became a topic of online discussion.

Users who clicked were redirected not to an adult website, but to an interactive "reality game" where they had to click through 10 layers of "install buttons" before reaching a 30-second video of Poonam laughing and saying, "You just installed patience."

To understand "the install," you must first understand the brand. Poonam Pandey is an Indian actress and model known for pushing boundaries. She rose to fame in 2011 by promising to strip for the Indian cricket team if they won the Cricket World Cup (a promise she partially delivered on via paid apps).