guys (of airbnb) .... notice how anyone who writes about you uses AirBnB, rather than airbnb? I've mentioned before, no one understands airbnb. Its illegible / unreadable, and has no meaning.
I'd just say be very careful. Use them to your advantage, but don't expect a dime. So def. don't overwhelm the user. Just fill a little space if you must.
Time to grow up and have a corp. identity?