Rockette Blog - Why?

Second from Left is a featured site for Typepad right now.  It's the blog of a rookie Radio-City Rockette.  It's extremely cool looking -- in fact, too cool.  The site is way professional, but it's by a 25-year-old psychology graduate.  She seems to stay completely on topic -- no wandering off into politics, culture, etc.  This looks like some kind of marketing effort, but I cannot imagine for what -- Radio City itself?   Don't know.  Maybe some of the viral marketing gurus will weigh in.