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Various items on virtual goods are percolating today. GigaOM’s Ryan Kim talks to the CEOs of two companies in the virtual goods/freemium apps ecosystem. Tapjoy, that used to be known as Offerpal when it was powering Facebook social games’ currency, has raised $21 million. W3i is launching a new vehicle for matchmaking advertisers, apps and games companies. Both companies seem to emphasize mobile apps over the web or desktop games and apps where they used to play bigger distribution roles. Each uses apps and games themselves as a payment. That is, a gamer could get new levels by installing another game that came from an advertiser. Virtual goods may be worth $2 billion this year (with social games 40% or more), and Zynga alone might have scored $250 million in virtual goods last year. There are even daily deals for virtual goods. Great growth market, but doesn’t it feel like the value chain might have a few too many links?