I think it is a great way to get the tentacles of Hive spreading. It is fun to watch how the infrastructure that is being built is adding to the innovation others are applying.
Anything to reach out further and make people aware of what is possible with the Hive ecosystem is a big step forward. I like the creativity and ingenuity applied.
Using v4v could be a great way to get to those who might be interested in participating but are not well versed in Hive. Paying over lightning is tapping into something that is more well known.
To me, this seems worthy of pursuing further.