I think you've hit the nail on the head there drwho2.
I think that the Cashed up late teens to 20's are exactly who they are targeting. They would think nothing of spending upwards of $6 on a ring tone/game etc for their phone.
They are the ones who are on facebook/myspace day in and day out. The revenue being generated by those companies is in the billions world wide.
A tiny % of this for CQU through bongo would be a major driver for sp.