Too uber-cool to make any sense
Here's a classic example of muddled thinking on a website.
It's a new micro-zine / travel guide / local review / thingy..... I don't know.... you work it out... I lost the will to go on after the first few paragraphs.
There is a .pdf somewhere in there that tries to explain to potential advertisers why it is a "Unique Concept" in the "Right time, right place"..... enjoy!