Perfect summary! The linked article was almost information free.
There is more information on their wiki. The elevator-pitch version is here: http://citability.pbworks.com/Onepager
IMO, it goes off the deep end after the WHY section. The scientific community has been dealing with the issue of citability for a couple of decades now (that I have witnessed) but, it seems like the folks at citability.org are intent on reinventing the wheel on this one.