That's so insane it is almost intriguing.<p>So basically it is a stored value card but you effect the purchase of the card after actually spending it.  That is the insane part.  However, since you're only using the SVC to purchase bits which were free to the company anyhow, and there is presumably no cashing mechanism, fraud-related concerns are negligible.  (Oh no, extra records in my database.  How ever will I cope.)  Granted you're not going to get anything near 100% payout on the SVCs, but because the purchase step is later, it doesn't present a massive brick wall to conversion.  And because people's Facebook identities are semi-durable, there is an incentive to pay these if (big if) the user wants to have a second bite at the apple with the same merchant or another merchant.<p>Branding it as the Promise-That-Isn't is probably not a great idea, though.  That destroys the social norm that you'll pay for what you "promised" to pay for.  That is a very, very strong social norm which is extraordinarily effective in the real world even for low-trust interactions -- for example, see pizza restaurants or sit-down restaurants.  (Anybody can get a pizza created "on credit".  Similarly, almost every pay-post-eat restaurant is theoretically vulnerable to dine-and-dash and yet it is rounding error on their businesses.)