The "Join Me" book by Danny Wallace was written about his experience creating a cult. He was very vague, just asked people to join and submit a photo. Once they gained a critical mass, they were asked to perform "random acts of kindness". So, the 11kclub not getting a good reception on HN should have been expected. People here are always asked to sign up for some wishywashy buzzword filled website with promises of "changing the world". The reason Danny Wallace's cult signed so many people up is because he had his audience targeted correctly. HN is not a good target audience for "social bookmarking" nor for some "unknown cult".