RE: Safe sex card as biz value
I think this depends strongly on what you mean by a business value. To me, this means something that will generate real profits that make investment worthwhile. To others, it means a concept that looks good enough they can sell for a fortune (especially in the internet spcae).
In the specific case, I really would doubt they can make money on this. BUT if they get it up and running with any significant uptake they can easily be bought out by the "social network" crowd [whatever that really means], and for a very nice profit.
This is really touching on next year(s) hot button of safety on the net social scene.
Personnaly, I think it's complete BS.
I may be a fool, but never the greatest.