Took a peek at the web site and its clearly yet another "door" into the Party Poker room.
Don't know what the deal is but I presume Party Poker gets a cut and the owners of the new "door" get their cut of the rake from the business they bring to the room.
If you like Party Poker its a free $25. Can't imagine Party would sublicense to anyone without doing due diligence regarding financial stability. Maybe there's an insider here who really knows the scoop.