The problem is not remembering other people, it's contacting them. One always has a thousand excuses to not do the right thing. By gamifying it, and setting reminders, it gives a nudge in the right direction.

It's not different to setting reminders to go to the gym, take your medicine, or any other thing you should do regularly.

And by using this clutch you can train your social muscles so you end up not needing it.

I've used something similar in the past, setting up reminders during the day to keep in contact with someone, using them enough so now I can keep in touch with them without needing the reminders (I no longer have them set up).

For some people there are "basic" things that are hard, these kind of tools are for them.