I think this is a really brilliant way to get normal people and celebrities to interact with reddit in a way that doesn't require them to understand the strange oddities of the rest of reddit. You don't need to understand how the comment threads work, or what subreddits are, and you can even skip some of the weird parts of the site.
Yes, it can become a site/app of its own within reddit, without making people go on the weirder part. It's just pure, old fashioned Q&A interaction and I love it! Waiting for the Android app...