I was expecting something more unique/inspirational from something that involved A.R Rahman, who makes amazing music, and from watching about a minute of the (long and rambling) 5 minute intro video on their site.

It's basically just a Pinterest clone that doesn't even autoload additional content when you reach the bottom of the page (you have to click a "Load more content" button for some reason). I don't see any reason why anyone would want to join this. There's some kind of rating system called, weirdly, an "Emobar" that is basically a series of colors that reflect people's rating of your post.

Also, I had to watch the intro video to figure out how to even pronounce that domain name (I was thinking "Qu-you-kee" or maybe even "Quickie" but the founder says it differently in the video).