Does anyone have a strong opinion on where the IRL economy is going?

I'm guessing many of you have seen it already.

Pretty much every consumer company that markets itself as some version of "helping you spend time with friends in the real world" is becoming an event discovery app. I thought event discovery was a tarpit idea and we can't just have 13 different places to discover things to do.

Is this going to become a winner take all race where whoever runs the best social media campaign wins?