They are already quite popular and involved. But the success would be related to how well their actual product and the service it provide works.
They would need a large decentralised and global userbase of their app to provide proper security to their clients. Which can be harder to achieve with current rewards.
I agree. To be able to combat effectively they will need to build a quite large user base to contribute bandwidth. As far as the idea it is a sound concept I believe. The execution I believe they have the self motivation.. But there is also the user base requirement. I'm interested to see how it moves forward.