I haven't seen their promotion, but is that on Instagram? Any growth in users is helpful for Steem right now. I know that sort of picture post is not everyone's cup of tea, but we should have a diversity of content. A friend is into boardgames which have their own dedicated sites, but there may be a big enough community to build something on Steem. I see @steem-ace cater for that, but there is hardly any content so far.