Spend 30 seconds on the site. Didn't get it. Move on. If this is important, it will appear again on (HN|Reddit|etc) for me to take a closer look. Oh, and 30 seconds is a looooong time to spend on a site. I would guess people spend no more than 5 to 10 seconds on a site before they decide to investigate further or move on.
I'm not affiliated, but basically Ethereum is an alternative cryptocurrency (or alt-coin) to Bitcoin with it's own separate mining algorithm and blockchain. The really interesting part is that it comes with a Python-like Turing-complete language, such that you can embed small scripts into transactions to define smart contracts.
This theoretically allows you to implement all kinds of applications in a distributed way with no central trusted authority. For example: DNS resolution, options, betting, distributed exchanges.