Marc Canter linked to this with the suggestion that the people in this online community are not real. It's hard not to agree; this seems to be a pretty clear example of astroturfing. But what is the message? Not good: for boys, school is all about playing sports and having fun. For girls, it's all about shopping, style, and having fun. The site promotes a message of "do your own thing" - but it's mostly about conformity and consumption. And for both guys and girls (or "ladies") three of the five "hot" outfits include military wear. I look at this and I see a very dark and disturbing message.