I kinda see what they're trying to do. In theory, if a person reads a bunch of articles on a topic, over time they should become an "expert" on that topic.

It seems they're pushing it a little far, to be honest. I'd say "expertise" is way too strong of a word for arbitrary knowledge gained by reading news on the internet. At the very least there should be some kind of testing component. I can click through every link on HN, but that doesn't mean I've learned, or even read, anything.

On the other hand, reading through their blog, perhaps the whole thing is a clever troll poking fun of the triviality of most "startups."