MyRobots.com: But what's hiding behind this site?

The RobotShop team is cooking up a revolutionary concept (according to what I've heard), behind a new site called MyRobots.com. And naturally, like you readers, I'm wondering about a few things. Because no, they haven't let their blogger in on the secret :-( , the little devils :-) So, I asked myself some questions. And I need your help. The slogan says "Connect your Robots. Reap the benefits^TM"; in French: "Connectez vos Robots. Récoltez les bénéfices." At first I speculated that MyRobots was going to control the housework of Roombas in homes all over the world. But it's not just Roombas. There are hundreds of other domestic and professional robots. The concept could be that robots will work for us by logging on to the MyRobots platform. Or even that RobotShop will connect them so they can talk to each other? What are they talking about? An open source robotics project like Willow Garage or Arduino? I don't know. The only thing I managed to squeeze out of Mario was that the project's going to be really "hot" :-) He also told me "This initiative will be really big... It's the future." What do you think? Feel free to make suggestions!