The Chinese Govt is the only one sending the messages that matter. This "stealth" app is there at the pleasure of the Chinese government. End of story.
They seem to be doing just fine without Google and Facebook
Well, there goes that secret... Wonder if it will be allowed to continue to exist now that it's known Facebook is behind it? And will this hurt or help FB in China? I could see the Chinese government getting upset about an end-run around their iron control if they were previously unaware of this....
From that google cache, Moments is called "彩色气球", which means Colorful Balloons. That Chinese version help page is gone. So we can rely only on google cache :)