Here's why I think it fails: The reason why it fails is because you not only do they reach one person (or at least up to three people) at a time, but the fact that you can tell by the video quality that it is not a webcam AND you risk that people pass up on it at any time (did you happen to notice that the all four videos are of guys and none of them were of girls? And do you also notice that all four videos, the guys are between the 18 to 25 age group? That's saying something). So, they are missing a lot in the demographic. That means that they're missing all the females (as they want to chat with guys) and adults (25-40+).
That's why its a failure in my book, because they're only reaching a fraction of the massive demographic of the audience they can appeal to.