The Helium thing is surely enticing knowing that they're offering what? $20(if I remember correctly) a month for unlimited data? That's like super cheap, especially in the United States. Though I haven't dug deep enough to know what the 'catch' is. There should at least be some downside.
Whatever the downside might be, I guess they must have thought about it before setting out to make it, all I know is users are earning some tokens of $MOBILE for using it, which can be withdrawn and traded on exchanges where it is listed. I guess they're trying to be innovative in a unique way just to make people use their products, it's fair for me.