I'm really surprised I haven't seen it mentioned more often on my f-list, actually. One of the people behind it is a fan who also was an LJ employee, so she has an lot of experience with what users actually want out of the service, which is a good sign, for me. And if you have the free time to read through some of those links, it seems to me they have a very well thought-out philosophy and business plan. I'm definitely supporting the site, even if I don't really migrate over there--it's hard for me to imagine fully migrating unless all my friends come too.