It's a place where you can build an identity online, ... You're looking at an encyclopedia entry of each user.

If you discover users who are misrepresenting themselves - for example, a user calling herself a student even though she is actually a member of the campus police force - please report this to us as soon as possible. The account will be removed.

The purpose is to create an identity for downtown that people will recognize wherever they go.

We get all the functionality of the existing server technology, but as far as the user is concerned, the server is just a box running in the background.

We were looking for something unexpected to try just to see what it would do.

All of that has been attributed to online marketing.