I completely agree with your sentiment @rrhoover. The history of paid social has been a bit foggy however their is not denying that huge networks exist within these platforms and they are worth tapping into. I recently experimented with this product and believe that the founder is really forward thinking.
This type of business is more advantageous niche content creators and this product is taking a different approach.
Regarding @snoopdogg, I did experiment early on with networks like Adly and for awhile they were extremely profitably. However it quickly became clear to the brands that it was more cost effective to go directly to the artist in order to create a more robust campaign.
Product Hunt Maker Stories - Jane McGonigal