Maybe his way to be different is to use funny terms and gamify the experience.
OSM is very geeky and this could be a new open door for many.
immediate reference : glitch.com . How not helpful would it be to follow your recco ? (then again, the guys @ glitch are uber successful before glitch, so they are more prone to "do whatever they want and just not fit the traditional"
I don't really see what Glitch has to do with this. The fact that a gamified/cute site exists isn't an argument that this should be the same way. I also don't see anything about what you disagreed with point #3.
3) I'm learning. I am not used to the field of "marketing"
Generally, within marketing you need reliable data that can support audience segmentation, market research, targeting or advertising.
The restaurant scenario may be good for a sales person, but they would want more information like the owner/manager of the restaurant, details on foot traffic etc. so they can 'size up' a target customer for a 'sales call'.
That said, bsed on the data quality disclaimers you noted, it seems the data may not be practical for real world use-cases due to scraping restrictions.
IMO there is some negative connotations to “bait” and “fish” but that may resonate with your audience.