Cofounder Adora Cheung is worth following. The story is a great example for founders. Check out her lecture at Sam Altman's startup class: https://www.youtube.com/watch?v=yP176MBG9Tk
http://recode.net/2015/07/17/google-hires-homejoys-technical...
Perhaps that success is coming sooner than even I had anticipated.
Though the time spent doing these engagements and preparing, maybe that was worth it for the advertising? Not sure but they don't sit right with me.
So I'd say that she was simply doing her job.
For people working in christmas, its a good break to have. And i doubt those hours spent otherwise on the startup can could have changed the outcome.