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it before setting out to make it, all I know is users are earning some tokens of $MOBILE for using it, which can be withdrawn and traded on exchanges where it is listed.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.
If it's a marketing strategy then it's working well for their investors and would be investors, there's nothing better than giving consumers extra value for their money, they'll advertise the product with happiness. So far the innovation of giving their customers free token is increasing investors perticipation then it's a good strategy.