Description is too long, doesn't make sense. However it also sounds like the plan of no fewer than 10 already existing startups with tons of venture money that are already doomed to failure ... Except for Ning.
It made sense to me. It's a great idea but implementation is going to be incredibly challenging. It's only doomed if the founders don't have the skills to actually implement a better recommendation everything.
I think an uber-short pitch here is "A better recommendation engine for everything" which of course only makes sense if you know what a recommendation engine is.
Even if you built the most perfect possible recommendation engine, it still wouldn't matter unless you were able to build a large enough user base who was actually using it.
Re: ability to get recommendation engines working better, see the Netflix $1M competition as an example of just how hard it is.
