Out of curiosity I spent a bit looking around this site and reading about it. What I found were half-truths, inconsistencies (at least one), broken links, somebody calls it a scam, somebody else calls it legit... very weird, I wouldn't buy into it.
No idea. It's not the only one if I remember correctly. It could be a brilliant social engineering experiment: you make a bunch of wealthy doctors and lawyers believe they are chatting with paris hilton and at the same time you collect info out of juicy targets for scams and thefts.