Nearly all of social cam's traffic came from the timeline. Viddy is just content uploaded by me or you, so I'd venture to say most of their traffic is real but SocialCam was embedding YouTube videos of women in bikini's, funny clips, etc and whenever you watched one of them it would post on your Facebook timeline, just watching a video made you a user. This is why half of my Facebook friends seemed to have SocialCam accounts but not one of them had actually posted a video.

It's not sustainable and they knew it, Facebook will eventually kill off this kind of traffic so they sold out before the wave completely fizzles out.

Great job to them, was the right decision.