It is Neo & Bee for Argentina, only with marketing and muscle upped an order of magnitude. And not managed by a small-time crook.
You conflate the 'investment opportunity to shady types' aspect with the 'additionals options through technology' one. Ignore, if you will, all of that article except for the localbitcoins aspect.
You will then still (I suspect) argue that it's only a marketing ploy. I doubt that, though. If Argentinians are as cynical about promises as I got the impression they are*, no Pantera marketing push was the cause for this uptake in usage. It's more likely that the investment opportunity arose from the usage increase.
* source: Argentinian friend. Extremely skeptical of Bitcoin, though