Spriggan and I went through the lazlosociety.com site yesterday, and we were mostly impressed but kind of worried. It's a great idea: essentially an online extension of the RPG that ties your game to a larger community, and allows you to post and communicate completely in character. In practice, it has the potential to degenerate pretty quickly simply because it's so inclusive--online roleplaying is hard enough when you can control who's allowed to post, but when anyone who wants can join the conversation it can get out of hand. lazlosociety.com hasn't yet (possibly due to vigilant moderation), so it may be unfair to level this concern so early. It's a cool idea, though, and a really good source of adventure ideas.
And seriously: I read that dog thing, and I can't figure out if it's fake or not. Is it a real website linked to on a fake message board? A fake website created by a fake message board? A fake website completely unrelated to the fake message board? Freaky pictures, either way.