Wait a sec, that sounds like Japanese innovation! (I guess my point is that the reverse could happen anywhere... and I wouldn't mind tasting Kobe jerky if given the chance.)
Erm...sounds like Chinese innovation.
Closely modelled on the pop industry I see.
I think the real problem isn't the "mashing", but rather the buzzword bingo a lot of "trendy" places seem to be trying to play.
So, if I posted a kickstarter project to launch a social, cloud-based app that allowed you to organize photos along with dooing big data about kobe beef mashups, I'd get traction?
Depends; can it organize pictures of my 3d printer? Does it have a flat UI?