Spot on. There is already a massive market using Kik for anonymous interactions, like Craigslist. Putting money like an Eth based token might spring this company into something like Beidu. It's way farther along than any competitor. The closest one is Swarm.City and they're leading the charge in a usable developed app with a working blockchain.
In my opinion this is the same as a fundraising, ICO round. They want to expand operations, but I wish some of these companies would issu dividend paying shares. I'm throwing in a hundred or so to see what comes of it.