[jmtai]

Definitely true if the only use case is for spontaneous activities. We're targeting the stuff that falls in-between spur of the moment activities and major planned events. These are the things that make up the bulk of most people's social lives (at least, for those of us no longer in our tweens)... things like getting a group of friends together for dinner, a movie, or whatever.

These are the activities that most people tend to fall back on email, texting, and phone calls to coordinate, which becomes a pain when more than two people are involved.

Instead of "Anyone up for dinner tonight?", imagine broadcasting to your friends "Let's do dinner this weekend". For me, there's rarely a destination determined up front. There's usually a bunch of back and forth with everyone before a place is agreed upon. It's during this period that targeted advertising could work really well, because something as simple as a "Get a free appetizer with your meal" offer could easily sway the decision towards a particular restaurant.