One problem with the mining (or "airdrop") with a phone is about the minimum coin for trading on exchanges. You may not be able to trade ETN with less then $5-$6 (there is transaction fees to send the coins). So people may have to mine it maybe for 6 months before they can sell it. Also they need an enough powerful smartphone, else they are going to wait a lot more.
But if one ETN gets more valuable, it can be good to mine some in case of a price increase.
I wrote the same thing a couple of pages ago

For the masses selling the coins on the exchange will never be the best option. We need the partnerships with mobile carriers and other merchants and app developers so the coins are directly spendable, then average users wouldn't have to deal with the stupid exchanges.
I agree. I don't think their goal for the masses is for them to start trading and dealing with exchanges, but being able to spend their coins. Of course there is always the possibility that some may become more interested in cryptocurrencies and want to venture into trading or learning more about it.