Just the term "rich kids" -- I doubt a rich kid would want to associate.
I hope they didn't spend too long writing the app -- well just to get this far, creating & launching the thing - that's not a fail. Hopefully they didn't outsource, though I suppose that's a skill too.
edit: Just to be clear - at one stage of my life I lived in a "millionaires" closed community, so I know from my own experience how the kids are. Not all but I would say it goes 50/50. 50% are empty and showing off, and rest are either quite normal or even ambitious.
Showing oneself on the internet to anyone is not really comparable. How long before your identity and all your pictures on NewSocialPlatform are available on the internet and on google search?