I agree that this coverage is only the beginning, but it seems that they're riding an extended wave of signups rather than just a quick burst. A week long stretch of 3k new users/day is an encouraging start. I truly hope that the virality they've built into the app will help sustain the growth a bit longer.

I don't think viral effects alone will be enough to turn the project into a sustainable startup however. The current value proposition of "see how worldly you are" doesn't have me reaching for my wallet anytime soon.