This article only makes sense if you assume that "social game" or F2P game developers actually care about those metrics because they are trying to find "fun."
They aren't. They care about those metrics because they are trying to maximize revenue for the current title. After experimentation, they then take the combination of factors that had the maximum revenue for the previous title and then repackage it into a rebranded version of the same game with that combination as the starting point. It's more like casino design than game design.
By and large F2P games are not really about creating a "fun" experience. They are about creating an addictive experience loop which yields them income through impulse micro-transaction purchases. While "fun" is a factor (the game has to be interesting, after all) it certainly is not the primary goal of this part of the industry. Although some games buck this trend, the top-grossing ones are certainly not games which would typically be considered wholly "fun" compared to standard console/PC game titles.
None of these acronyms have found their way into mainstream console or PC title development. They are all monetization terms which are primarily applicable to "games" which have the sole purpose of monetization. This should not be surprising.