I knew they were out there somewhere. Their twist is that they're writing all the tools themselves. They don't have all their cards down on the table, but it seems like they're ultimately after some kind of easy hosted thing.
I still think that Drupal is a better way to go. In fact, I think any open source movement that can piggyback on the conventions and success of another is already that much further up the ladder. These guys appear to have a track record, though. Who knows. Maybe some of their tools can be adapted.