Well, I'm not absolutely sure, but the general feeling seems to be that it has a lot of the benefits (or it will once it sorts itself out) of LJ without being in Russia or having advertising. I think it's "what LJ used to be..." Also there's been some concern that LJ was going to fold sometime soon and we're all looking for a viable alternative. Also all the cool kids are setting up shop over there, and I'm a sheep :)
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