That site got a fair bit of press (and not in a good way) after they set up one of those bots pretending to be the author Jon Ronson. Jon interviewed the people behind it, judge them for yourself: http://www.guardian.co.uk/commentisfree/video/2012/mar/27/jo...
Not sure if it's just me, but those guys come across as extremely unlikeable in that video. I don't get how they seem oblivious to why Jon is upset about it, and even at one point one gets (faux?) annoyed that real Jon is telling people following fake Jon to stop doing so.
Just make a half assed bot and ride the wave in the most nonsensical level you are able to perform at. Tip, it's not even interesting at all.
Someone could of have set up that video like this : "Three twats playing clueless to identity theft, manifest in sync when the interviewer calls them trolls".
That was priceless and very revealing of how they want to be regarded. Yet fail so hard at it. Guess neuromarketing was too crowded for these three not so luminous lightbulbs.
At times it strikes like they really believe they are on to something that is worth being "discovered", kind of hard when pushing glorified irc bots around but whatever. The twat in the middle was the funniest, guess they went for a soft target to spare him from contempt of court charges in a identity theft case... you know, for arguing of sitting arrangements. This stuff is priceless, niche priceless.