This is a fundamentally wrong understanding of how reading works. This way may be ideal for close reading but full speed reading needs the whole page and the ability to bounce around visually.
It's built as an affinity group builder. You're the one doing the networking, not the website. It only shares your information in a small group, not en masse. It's very smart really, building webs of trust.
The title doesn't have to do with the joke though... at least I'm not seeing it. The old spice thing is funny and is fairly obviously not sexist but the title could be a little less so.
No social platform is going to disrupt the existing systems until they decouple content and organization. The main issue is that we assume that all 'upvotes' are equal. If a user can select who is in their filter layer (like in Twitter), as opposed to selecting content (a subreddit), there will be a shift away from the cycle of bread and circuses.
Hubski may be doing that but only implementing this one graph node deep and only having one default category for information, will probably not create a vibrant and diverse community.
