We've posted it before. That website is for users to create custom content to suggest to LEGO, if they hit 10,000 votes the process continues.
The problem with that idea is that Hasbro has Kre-O, their own LEGO rip-off. It is unlikely they'll let LEGO make profits off their products.
oh wow, it got to over 5,000 votes? last I checked it was at 1,000, some months back.