Holy shit, I kept looking for a punchline on the site, but those kids sound serious! They should have named the brand "Pretentious."
Also, their media player fucking sucks, which is really bad considering the way they bash on YT/Vimeo and the like. I couldn't get anything to load in FireFox, and in Chrome they loaded but wouldn't play smooth for longer than 3 seconds (I even paused one clip while I stepped out so it could buffer). Shit's silly.