It's hosted by Engine, a lobbying organization for startups, so it seems likely that they think it will show people that companies hosting user-generated content face a hard situation (and double-binds where whatever they do will anger people).

I was personally more convinced of the double-bind issue after playing: different groups of people (at every level) have different norms, the Internet helps bring them all in contact with each other, and I can see how that's a recipe for making them angry with each other and also with the intermediary.