Someone in another comment mentioned that they do a timed challenge with friends. This would require signup etc. Even though I sometimes do a race against my son I'd probably not sign up/register just to do this. But if it's purely optional then I think there is some merit there and people who are signup happy may take advantage.
I may also like to see perhaps a second (premium) daily challenge. Not unlimited mode because that would just make me gorge on it and get fed up. But two daily challenges instead of 1 might be something to ponder. Maybe even for a small pay? Just don't make it obnoxious with nags and popups etc.