You know how celebrities use their social/star power to invest in restaurants, clubs, fashion lines, and other businesses that would be commodities, if not for the celebrity name?
I think this is different from the Ashton Kutcher investment strategy, and the MC Hammer search engine. This is a social app where the celeb is transferring their social cred onto the business in a relevant way. Monetization is left as an exercise to the reader. 😉