It's a formulaic ``le web 2.0'' failure of a project.
☑ SSL where it serves absolutely no purpose but to slow down traffic
☑ ``creative'' domain name using country codes to complete a ``word''
☑ vague description of what the good/service actually is being offered, opting instead for a markov chain of buzzwords
☑ Photoshop and CSS masturbation
☑ restricted access to sign up for the service using the Greek letter mnemonic from software development (even though the intended audience is not technologically adept (what kind of idiot needs a ``web app'' to do IRC?)); makes sure everyone will forget about it by the time it's actually accessible
☑ uses social media like telemarketers use phones in lieu of actually buying advertisement
☑ use of slow scripting languages never meant to support large web services
☑ charges money for the service and insultingly compares their price to something like ``a cup of coffee''
☑ it's ``social'', that's why it's better than well-established free, secure, and open source ways of doing it