I guess I agree that social media apps are in principle very different from works of legacy media like movies or novels. Maybe this means we need to regulate the kinds of advertising they can do (as with cigarette ad regulation), but I kind of doubt that the specific tone of the Bonfire landing page is going to have a big impact on its adoption, which will presumably be socially-driven ("I want to see my friends' posts, and want them to see mine") like all similar apps have been.