I've spent far more time than I should have digging through their site... basically it looks like they've built a sort of labview/mindstorms type app? They have a library of "blocks" and they're trying to sell the "you don't need to be a programmer to build programs" feature. It actually looks quite fun - I don't get why they had to present it so absurdly

Perhaps it started as a joke and mistakenly became a business, like the fellow who got elected in Australia?