It's interesting to see how starting a social site is really done -- you need massive hits to get started. It's not something you can do without being able to bring in the traffic unless your app has a lot of inherent utitlity.
Which suggests to me that you have to start desperate with a purely social site. You have to, have to, have to reach a critical mass or you're boned. Free stuff or promises of it, guerilla PR, outright paying users, spam-like invitations -- whatever it takes, you need to consider it.
That clip struck me as Kevin being really shady. He acts like he is a completely objective third party ('they', 'they', 'they'). I bet a lot of people wish that they could promote their site to millions of people for free.
Anyway, promoting something like that and not making clear it is yours is dishonest, imo.
