I don't find it addictive at all, drag n' drop games aren't exactly addictive. The only thing I can think of would be some viral campaigns or something like that.

Also when I went on a trip to Singapore, I found that the game is crazy popular there. You could find plush toys of the birds and pigs just about anywhere as well as shirts, iPhone covers, and napkins, and in the airport they even had a display dedicated to them and you could win a free plush bird by spending $50 on your visa in the airport stores.

Might be because from what I saw, close to half the entire population had iPhones :O

It's a fun game but it's not super addictive.
I just play it to pass time.