Seriously though, they've really gone the extra mile with this. You can check their website for a seemingly legitimate Terms and Conditions, as well as a relatively believable backstory on it.
Not to mention the tons of work they've been doing on the celebrity endorsements, the constant influx of Facebook content, etc.
A part of me still has the foolish hope that this is actually real, but if not, I'll just have to poke around a little more into the subject myself.
EDIT: Whoop, nevermind, that little piece of hope just got crushed.