I didn't see it before-hand, but I suspect that it was inspired by a recent episode of "How I Met Your Mother", in which they were debating the qualifications necessary for being a New Yorker.

Because of that episode, I immediately recognized the purpose and intent of the website, though I'm certain it was far less obvious to those who didn't see it.

Of interest, the criteria they came up with were:

You're not a New Yorker until: - You've stolen a cab from someone who needed it more than you, - You've killed a cockroach with your bare hands - Seen Woody Allen and, - Cried on the subway, oblivious to what anyone else thinks