By every indication I can find, this seems like a strategy of naming an idea that people care about (especially in light of the net neutrality issues), putting up a website that looks legit, and providing a bunch of technical jargon that would make less technical folks feel like they're talking about something technical and legit, and would confuse the technically savvy into being unsure what they even read or whether something was screwed up during translation...I really dislike this project and wish I could get back the time I spent researching it.