The website itself is interactive and informative. You as a member can write reviews, read reviews, participate in challenges and learn about tons of new products. Tell me who doesn't want to do that?
There are badges you can earn from being knowledgeable about products and for being informative and expressing your opinions. Surveys to answer to help them get to know you better. I really like the site and plan to be more interactive with it. I love giving my opinion and here is a fun place for me to voice how I feel for sure. :)