It's actually a much more effective platform than you might think. They have done several things with it that are pretty different than what's been done before. It's very possible for a complete unknown to go super viral - and that's an amazingly strong draw. Also the way that you can have memes to respond to memes is pretty impressive.

I'm not saying I'm a fan - or even a user - but it is worth understanding what makes it so attractive to so many.