audience participation like.no.other

http://www.walkmanproject.com/

Except everyone has been trying to do something like this (I presented something similar last year for a social networking start-up I was working on and I'm sure im not the only one). It will be interesting to see if they can generate the users. The execution is good, and I spent a good 10 minutes exploring the site. But it feels like a lot of effort to contribute. They're relying on the geeks to get it going. I'd be interested in the research they presumably carried out to get this through. I enjoyed the interactive banner, too (but I can't locate a link for it now - if anyone can, please do).