I listened to the interview with  Thursday a second time through. I am seeing some connections between the branded chat rooms and the social marketing program. Essentially I believe one of the methods they are aiming at is using different unlocking functions according to Oauth by group, not just by individual -  and perhaps also gauging a leader / Whale  lounge figure by how many follows he has inside and outside of the system. Another way of doing what Viral was calling a subnode - but this one entirely with the community architecture of the wallet.

One thing was clear to me listening to the interview - there is a lot going on that did not get talked about. For whatever reason, the interviewer did not ask follow up questions  -even when the guy was saying some pretty remarkable stuff.