This is an excellent distribution hack! By choosing this vertical they can gain traction among early adopters and
'digital influencers'. Way to go Smore! Bravo! Whoever in/out of your company that came up with the idea to focus on this vertical... do what that guy/gal says for a while.
Although, I wonder how exciting or lucrative this market really is when Venture backed App.net abandoned it in pursuit of other ideas