To what end?
So that existing projects, businesses and anybody interested in being involved can participate as much as they want to without sacrificing their uniqueness. It is a promotional marketing cooperative for GNU/Linux as a whole.
How does it work?
When registering for a membership choose the working groups if any that you would like to be a part of. Once you sign in you will be able to share your GNU/Linux Promotional Ideas with the world. Others can get involved that are like minded and start refining the idea with you.
When you feel that you are gaining momentum you can request project leader status and create your own working group. This will allow you to have the tools at your groups disposal that will help you make your ideas reality. I grabbed the text from the FAQs at the new site. ;)
This is what we spent our holiday weekend doing. We had a blast putting this together.
If you have ever had an idea that you think would work really good or would like to share something that you do to promote GNU/Linux this is a great place to do so. I look forward to seeing you there and participating with you on your ideas and existing projects.