A CRM in practice is a social relationship management tool. So, calling something like this a "CRM" is meant to show people what the tool is used for using a familiar term.
It's a little odd, but I understand what they're getting at.
- meta: it's interesting because having a word somehow 'creates' a concept in our minds, easier to think of and discuss I guess.
- topic: the concept is truly interesting, and you 'get it' when reading Monica's marketing pitch for sure. But the way you name it makes it a category, and when I add up that the one feature of Facebook that even non-users still come for is Groups... somehow this all hints at the aforementioned category.
Interesting. Food for thought.