I like how their entire development cycle revolves around people getting drunk on weekends.
"How will this software get my users laid" should be on the minds of anyone writing social software (and these days, almost all software is social software). "Social software" is about making it easy for people to do other things that make them happy: meeting, communicating, and hooking up.
There are lots of other types in the world. Married, with children, etc.