Such is the buzz and controversy surrounding Airbnb at the moment that it only has scratch its backside and people are looking to either praise or criticise it.
What the company seems to have - except for one, obviously - is what appears to be a fiercely loyal membership base, so where better place to try and improve its somewhat tainted image of late.
Running on its homepage and mailed to members, Airbnb has launched a new member drive by offering a substantial incentive - free money.
The tell-a-friend campaign works by producing a postcard style graphic which members are encouraged to send round their networks, via email, Twitter, Facebook et al.
If the friend of a member books a trip after following a particular link, a $25 coupon is mailed. If a friend lists their property on Airbnb, say hello to a $75 coupon.
It's hardly a ground-breaking piece of direct marketing, but it illustrates the faith Airbnb has in its member base that it can launch such a programme.
But Wouter Blok, chief marketing officer of European accommodation site EasyToBook, asks in a blog post if the tactic is tantamount to spam, especially if those receiving it send around their entire network on multiple occasions.
"If you share the link four times a day on Twitter, send wallposts to every FB friend and an email to all your contacts it probably will [feel like spam]", he says.
Canny use of a company's fans or just trying to keep a lower profile given recent events in the life of Airbnb?