(USA TODAY) -- It's been the talk of the online world this weekend - what really happened to "Flappy Bird"?

The smash app, No. 1 on both the Apple and Android app stores, became more popular than Hanoi-based Dong Nguyen ever imagined, so he announced he would pull it down on Sunday - tweeting "I can't take it anymore."

(As of press time, the app was still available.)

The simple, yet insanely difficult game - get a bird across a path without bumping into anything - had seen over 50 million downloads and was pulling in $50,000 a day in ad revenue, Nguyen told website the Verge earlier in the week.

STORY: Developer says he is taking down 'Flappy Bird'

Developers spend countless hours fine-tuning their games hoping folks will try it out, and find an audience. Who turns their back on a hit, No. 1 game?

Online folks were scratching their heads.

- "Imagine if (Mark) Zuckerberg walked away from Facebook just because it was hard," tweeted Dale Lavine of Hampton, Virginia.

- Radio DJ Tin Gamboa tweeted that she was "annoyed" with Nguyen.

- Mike Maney from Doylestown, Pa., thought it was a marketing stunt. "Whoever hasn't downloaded it already is rushing to do so."

Put influential blogger Robert Scoble in the stunt camp as well.

He surmised on Facebook that Nguyen had already made enough money in one week to survive several years without a salary.

By yanking the game from distribution, he's set up for major attention to the next game. "The hype....will be extraordinary...everyone will buy that new game, making him even richer, because of the fear that he'll delete that game too."

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