Social vs Hardcore, Can we drag them into our domain!

I found this article on Gamasutra very interesting as it speaks about the growth potential in Social and online games, in this case they highlight the fact that the hardcore developers are having a really hard time to penetrate the Social game space.  I find that even for us here at Antic we are having a very hard time to "dumb" down our designs to the point that it seems most social game players want the games to be.  My gut and where we are hedging our bets is that we can bring enough of them over to our side, but delivering a more engaging game experience then the simple me to mafia, farm, aquarium "games" they tend to play now, where its really mostly about clicks and management, with very little if any strategy or difficulty curve built in. That is why we are moving our collect, build and real-time battle game Junk: battles to Facebook soon, with the hope that the deeper more engaging game play will find an audience on Facebook as well..