Only way I can read that comment as anything but shameless self-promotion (or, more generously, over the line entrepreneurial-delusion) is if they intend to morph their using of social status to get things into being whuffies.
No worries, it's easy to be down on the public message right now. We're all pretty confident in the plan to overhaul the way commerce works in general, possibly to the end of supplanting "money" entirely. :)
I don't mean to sound down on the idea- I'm sure it could work out great. But come on.