If it is, the messages will probably be controlled, like in My Lego Network.That would be awesome. Probably shouldn't mention it though, since it seems to be a site with a commenting system.
Could this be HeroFeed or HeroBook?
Don't think so *looks back on Lego Universe* after the last fail.
Maybe it's a MMORPG where your custom designed, self-made Heroes make their own teams that are assigned to drop ships to go defeat the big bad wolf of the week. *imagines BZP members cooridinating mass raids in planets*.