You can read his explanation here. Short version: he’s got so much to say (about the collapse of daily newspapers) that if he tried to put it all on Unfair Park, he would challenge the supremacy of Robert “Fingers of Fury” Wilonsky. So he has to strike out on his own, here. As I say, the design is almost unbelievably atrocious. The person responsible? Avi Adelman. (!)
CLARIFICATION: As Avi Adelman himself points out in the comments, he didn’t design the site. He is hosting it on his server space. But as you’ll notice in my above post, I didn’t say Adelman designed it. I said he was responsible. Mr. Adelman, by hosting that thing, you commit a crime on the entire Internet. You, sir, are responsible.
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