Hazz, what's so surprising about this is that OWI has always been a supplier of speculative fiction, whether that's through the medium of video games, films or promotional websites. Oddworld, Citizen Siege, Pound Dog, all fit this. A social networking site? That's quite outside the box.
It's like Google bringing out a line of Christmas decorations, or McDonald's opening up its small furry kitten calendar division. They're perfectly entitled to. It's just... huh?
I still have no particular judgement.
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