Love the visuals and restrained celshading, it ran really well in the browser for me. It has an addictive loop of dying/upgrading7dying that keeps the player going.
I gotta say, the philosophy of this game bothers me a bit. This is a Koi that tries to avoid ridicule, by trying to perform better than everyone else, and in order to pull that off it needs to keep up its motivation. And what is their main purpose of facing those challenges? To get money. To grind enough money to enable you to grind even more money. They say they want to avoid the "shame demon", so they go out every day to get money so they can buy an advantage over everyone else and get a little further the next time, but to no real end. Grinding wealth in order to reach your goal becomes your goal, you work to earn money so you can keep working to earn even more money so you can work even more.
It's kind of fucked up.