The really interesting thing here is the alternate DNS root that hosts the gimmick TLD. But it's not the first (remember AlterNIC?).

Getting involved with this will teach you about DNS, and that's probably the best reason to do it --- but there are risks. (Frex, you're implicitly trusting whoever's running it to direct you back to the mainstream root servers for ".com", and not to an alternate ".com" on which selected sites are directed through password-harvesting proxies.)