It's an interesting idea, but needs a filter of some sort. "Web site owners" = slightly more competent bloggers, traditional businesses with a web site, purely web based eCommerce, and finally web "destinations" where the surfer is actually the product to advertisers. And I'm throwing out all the bloggers and media sites that are on hosted platforms because they don't "own" their site.

The idea could be good, but needs some filtering of "who" they mean and after that what do you have other than a niche social network? Feels like an advertising funnel, so it really needs to provide value, otherwise why, why at all?