This is fascinating - it reminds me of how business used to be 'in the old days.' People liked a place, told their friends about it, and it slowly and steadily gained customers' loyalty and appreciation. I really admire this guy's confidence and willingness to think out the box. I'm like you - I'd have a big sign up and be thinking of all sorts of strategies for pulling people in. But maybe we don't give customers enough credit?

Good points; with so much to choose from and so little to lose, integrating social media into your business doesn't take a lot of effort and can yield fantastic results!