What sweet stuff could foursquare choose to do with its money??

Now that foursquare received such a nice round of funding, what is the HN community thinking as far as cool things that foursquare could do in the space? Geo-location is turning into a white-hot market and with Facebook looming, what cool innovative things could foursquare do to cross that chasm into appealing to a mainstream audience? Looptstar is doing some cool things with getting into the loyalty space with physical rewards...any thoughts???