You make a good point, that often techies are no good at marketing; I would add to that, and say that confused marketing, doesn't always point to scam, it often points to a poorly executed plan which is another reason to stay away.
Also, I don't really see the point of having another social media site using a different token, but still sitting on the Steem blockchain, maybe I'm wrong but I can't see why people would use that over Steem, or any of the other social Steem apps.