I just went to that link and that's about the most confusing thing.

You can buy something! Or it may be free.

You can personalize and socialize! To what end?

It will be hip and cool! Oh, yeah... as if kids need more of that. Thank you again, Disney, for helping Dreamworks make kids hip and cool.

You know what kids need? A happy, safe place like a...hmm... virtual Disney park. Oh wait... they're cancelling that. Riiiight.

Ricks (who is clearly not hip and/or cool)