Rather than spending too much time explaining it, the best is to go directly to the site and create your own page.
It is a thousand times better than any blog you might be having a hard time keeping fresh.
I am impatiently awaiting that they allow synch-ing and sharing beyond Twitter, LinkedIn and Facebook, and that they add other services such as Google Buzz, MySpace and Blogger - even if they are a little out of favor right now :)
And also Slideshare, YouTube, and maybe some French leaders (since they are a French startup based in Toulouse) NetVibes, and the blogs platforms of Skyrock and CanalBlog.
Bravo to the team!