Something about the tone set off my metal detectors, as did the comments by robyn_b here, which reminded me of the way people on 4chan work someone's name into a sentence to make sure that it's the number one hit on Google.
Sure enough, looking into this a little more, it actually isn't as surprising. From your site:
PostDesk is looking for fresh new talent in the UK,
Europe, the USA and Canada. We require web developers who
are proficient in PHP and MySQL - and ideally those who
have worked with CMS systems, bulletin board style
software or social networking software....In short, the
start-up will be based around news, discussion and
debate.
Ok, so you run a competing startup in the same space and saw an opportunity to poke a finger in the eye of a rival. Don't you think that merits an up front disclosure in bold font?