French middleware developer Wyplay has acquired Parisian neighbor iFeelSmart, a UX software provider – in what feels more like a natural merger than an ordinary purchase. This is a deal that has been in motion since circa 2019. At the time, Wyplay was gossiping to Faultline about how it was planning to steal market share from the likes of iWedia, TVStorm and WeTek, while the likes of 3SS, Massive Interactive (absorbed into Deltatre), Wiztivi, and iFeelSmart were all targets in the custom launcher space. So, four years ago, Wyplay was talking about competing with iFeelSmart, but now finds itself acquiring the very business it set out to disrupt – and eventually ended up partnering with. Clearly Wyplay, a business of…