His Stanford class few years back made a few millions in a few months and a few million dollar start-ups :) just by making tiny Facebook apps. Don't know exact names, but I'm sure Google will.
Given that Fogg directs a lab at Stanford, and that this seems to have been launched within the last 5 weeks, my money's on this being a research project
I designed more then 10 of my habits this way and they stick.