Like you mentioned, it reduces fees of converting to ETH first and then converting again, etc..
I'm sure we will get an answer soon from one of the CROM team. It will be interesting to see how it develops, they are taking a lot of our recommendations on board.
In other news I've just seen that CROM have been linked with another potential partner, called Yeahmobi. I have to admit the team must be working extremely hard as they securing new business partners almost daily. If these big companies that work in the digital advertising & marketing industries believe in the project as much as we all do its very exciting. It's also important for long term business to build.