This is definitely true, but unlike with, say, Google and their products, that arguably have the same chain of product/retailer, Foursquare users get basically f*ck all for all their work. I don't think people are stupid enough to use something unless they see dramatic benefits from using it, and Foursquare just doesn't seem to be heading that way quickly enough (anecdotally, it feels too late to me, in my City anyway)