This is what they write in their main page:
We have built a new online platform and community that makes it easy for anyone to build a single page--called a lens--on a topic, idea, product or cause he is passionate about. These lenses in turn help finders get unique, human perspectives instead of computer-selected and often irrelevant search results. Not only can Lensmasters spread their ideas, get recognized for their knowledge, and send more traffic to their Web sites and blogs—they could also earn royalties. They also give you the option to donate your earnings to charity.

I've set up two lenses there:
- Chemistry of daily life
- Words from the soul

You can make your own lenses for free as well, simply setting up an account in Squidoo. They have many modules available, that make the process very easy to do.