SoChurch... what is it?

I've been watching SoChurch.com develop over the past month or so with a pretty impressive team that includes Tony Morgan (TonyMorganLive.com), Brad Lomenick (Catalyst), Michael Hyatt (Thomas Nelson Publishing), and many others.  They're pretty unclear on what exactly they're doing, but I'm confident that it will be game changing!  The tag line is: Church Communication, Simplified.  I don't know about you, but this sounds like a great idea to me! I'm eager to watch and see how this unfolds.  Anyone have any insight to what is in the works here?