Yeah, they are trying to create an entire economy based on the blockchain. It is complex, but just follow the account and read their daily post for a while, you will start to get a feel for what the are trying to do. I am mostly lurking still, you sort of need your "business model" to be fully active, they are about walking away from the fiat economy so you have to bring something marketable to the table to fully engage. I am still just blogging but @longsilver and I plan to get a blockchain based business going soon.