I don't get it

Remember BlogShares? About a year and half or two years ago it suddenly got really popular and everyone (except me) was talking about it. Suddenly there was some kind of controversy (I forget what), a lot of bloggers got mad, and then you didn't really hear about it anymore. Tell you the truth, I forgot it even existed. But last night I stumbled across the BlogShares page for this blog. It doesn't really make any sense to me and I still don't see the point to any of it. Why would anyone want to spend time buying and trading fake shares of blogs? And according to the page, someone's even bought a few shares of Volume 22. I don't get it. Why?