Well it embodies the best and the worst of internet movements. While the foundations are good: protecting the web from bad laws, restrictions etc... the execution is really ridiculous. Imagine you're an old style Senator or representative and you see that website with a weird ass looking cat... Do you really think it's going to make them think you're anything but a joke? I find that the words used are equally ridicul…
This is about engaging young nerds and non-nerds, average citizens and making an impact on main stream media. It's a marketing and PR stunt. It will trigger media coverage and thousands of phone calls... politicians fear at least one of those two things like the plague. And it's probably not the phone calls.
We already have a formal projects such as the EFF. They are the backbone of all this.