That's a bit harsh, so let me qualify it. I actually rather agree with the division inherent in this and think it will resound with people, but I honestly believe that this is yet another step towards turning our society into idiocracy. It's the slow legitimization of appreciation for content that we acknowledge as garbage but consume anyway. I firmly believe that there is inherent social value in this garbage content remaining quasi-taboo - a social pressure not to like such things. Sure, most people will watch some anyway, or play the latest mindless shooter, or what-have-you, but so long as it's understood that most people will mock you for publicly liking this, the norm does not drift towards mindlessness - you still need to consume some legitimately good content, even if only to have something to talk about.
I don't mean to attack the site; I think it's a great way to slice into the recommendations game, and I do think a lot of people will get value out of it, and it seems like it may well succeed. I simply am afraid it's a net negative for our society in the long run (then again, of course, not launching is hardly going to reverse such a trend.)
Edit: Make that symptomatic of a net negative. I've thought some more and this is only giving an online portal to express the shift I talk about above, which has already been happening aplenty.