http://devcenter.kinvey.com/rest/reference/business-logic/reference.html#backendcontext-module mentions an "app account"



what is that? We have an app that allows you to see some data without being logged in. To do this, so far, it keeps creating anonymous users, which means that just during dev we have 800+ "users". Should it be using an "app account" whatever that is? The user's can't really do much with the app until they login, so it seems like doing anonymous first, then logging in would artificially inflate the user count.

That is a business logic user content method. When the user context is of type 'app' it means that it is a call using the app key and secret. Currently the app key and secret can only create new users.