The project aimed at working with social networks looks good, but a big hard cup scares me off and I'm sure other investors too. Projects with small capitalization shoot much better.
The hard cap doesn't mean anything, it's not a goal to reach it with this ETH price, there's no soft cap, the startup is funded. The higher raised amount "only" means faster growth for the project. If nothing spectacular happens then it won't be very high market cap cause it will be relatively low max supply.
Any project wants to collect more money, money can always be spent on project promotion and advertising. But I think here it will be hard to collect a hard cap, since the monetization scheme is rather complicated.