I've been around this LBS rodeo a couple of times and imho, it has more to do with people in your circles not carting about your activities and you knowing the futility of your check-in. There is a very quantifiable value derived from checking in, and only then it must address at least one of the capital vices, otherwise it's just cute, filler info that keep the heart beating.
Dens and Naveen have really ridden this horse into the ground and while I appreciate them for trying, the truth is that their idea(s) don't scale across social verticals.