[Sigia-l] What is Askville?

[prady]

I thought this will be great topic before we breakout for Christmas or
make our wish for new year. This is what I got from Amazon --

"As a valued Amazon customer, you've been specially picked to get an
early look at a new website Amazon has just launched called Askville.
Askville is a place where you can ask any question on any topic and
get real answers from real people. It's a fun place to meet others
with similar interests to you and a place where you can share what you
know. You can learn something new everyday or help and meet others
using your knowledge. It's new, and best of all, it's free! "

To start go to:
http://askville.amazon.com/askville/Landing.do?avctx=books

I am wondering what are they upto? What is the value add for Amazon
with this site? Why is this site so ugly? Is there a trend which I am
missing? (I thought Amazon has good design sensibility)

Enjoy!
:p