I work in tech. It does cost tens of thousands to develop an app. I think the Bodycoach app took about 18 months to build. It's a huge financial and time commitment to do it well. My issue is she has always made out that she has done it for the freaks, out of the goodness of her heart, and that she's 'paid for it herself'. But that's simply not true because I'm sure she's had paid content in the app before? These new features would have taken months and months if not longer, especially with a small in-house team. So monetising it has been her plan all along.
Also, does anyone else get the ick at her name-dropping? And if I were Sali Hughes I'd be miffed that she publicly shared a comment about a brand on the live, even if SH didn't know which brand it was. She's done that before. I think she did it on the microneedling post - she quoted someone or other's private comment. It's like she needs to add weight to her own POV to make it more believable.