Like others pointing out, the key is to attract a lot of traffic. They have zero traffic at the moment and they want to attract people by this idea. The problem is, people will come only if there are already enough people in there. It's a dilemma.
If they are a public trading company, it would be a good short candidate. But they will probably never make it to the IPO. Their most successful part of this venture is getting the seed money.
If Tianyaclub.com is doing this, I would pay more attention.
