[fauigerzigerk]

I agree that there is a problem to solve. But I'm not sure if this approach does anything other than shift some advertising money around. Does it really change the equation or the size of the pie? I don't think so. Whether or not it's minimally disruptive depends on how it is used - like all advertising.

It's perfectly OK for a startup to do advertising stuff, but I agree with jrkelly that this is not what the world needs engineers for. It's just a way to make some money and I wish them luck with that.