Is Keek worthy of all the hype? 6 Million New Users in 30 Days

I have been hearing an increasing amount about a Canadian startup named Keek. You can read their latest press release at http://www.newswire.ca/en/story/1100299/keek-raises-18-million-registers-6-million-new-users-in-30-days I'm a bit skeptical of this platform and its potential and would love to hear what more informed hackers think about this new platform. I guess they have a lot of traction but is it sustainable, monetizable and really adding a lot of value to the ecosystem?