That's kind of odd for an "Australian Augmented Social Network on the Internet", which is how they describe themselves.
Not much information about who's behind this, but Laurel Papworth has their number:
"Dunno about you, but I would've said that generic networks with no value add are over. MySpace had it's time, and we've moved on. Perhaps there is traction in local ads and classifieds - sort of craigslist for Sydney - and the 'entry portal page' concept, but the whole user experience needs an overhaul if that is the case. I'm of the opinion that copycat sites that are adapted for niches can work, but there has to be some adaptation."