They want to monetize the idea of getting consumer attention, which is something that advertising companies have been trying for decades. Their fancy outlook has attracted some big name advisors and various customer commitment. But this infamous two-sided market would mean scaling up a lot for consumers to become interested in enterprises and they would do so when enterprises used the platform. There are very few conflicts spread out from these markets and not yet see a clear plan to resolve it.
I’d recommend following the project or at least keeping an eye on their development progress.