The problem is finding who to invite. Does the article even say what the pool of people you invite from is? Everyone in my phonebook isn't enough. Everyone with an apple id isn't enough either. Apple doesn't have a list of my friends, that's what makes it a non-starter. The primary "event" thing now is Facebook events. It has the benefit of me having other contact details (email, phone) to maybe 10% of the people I can contact on facebook. That's THE killer feature of facebook, and the only reason I'm still on the platform. Unless this integrates with existing social contact lists - which sounds questionable - I can't see how it would work for more than tiny events for close friends and family, where I can expect to have traditional contact details.