Dreamwidth?

[ffutures]

I suddenly started to see a lot about Dreamwidth a few days ago, most of it in posts from people who seemed to assume that everyone knew what it was. So I checked the site and found out what it is. It looks like they're saying, at the moment, that there will be no ads and minimal interference from the management, but that, as someone once said, is what they all say.

So why exactly are people already panting for invitations to join another LJ-style service which is apparently still very much in beta test? Good PR, or is there some factor I've missed?