It's confusing, but intriguing - and it's got J.K. Rowling behind it, so we have no doubt it will be imaginative and successful.
We're talking, of course, about Pottermore, the author's latest creation, first teased last week and now explained in more detail. In a new video, the woman behind Harry Potter says the website will be a "reading experience unlike any other."
It will center around Rowling's iconic novels, with users playing a key role. It will also be the exclusive destination for one to purchase digital audio books and e-books. The site opens in October, but visitors can check in on July 31 and learn how they can gain early access.
"I will join in, too, because I will be sharing additional information I have been hoarding for years about the world of Harry Potter," Rowling teases here: