> I think if you look at things like Niantic it's a similar two-for-one appeal: a motivating excuse to go someplace you would like to go but might not have otherwise gone and engaging in activity you like.
I believe the GP is saying that it doesn't say what "it" is. AARL and Niantic aren't exactly household names outside of people already interested in radio.
If they're trying to attract new people to amateur radio with this as floatrock surmised, (and maybe they're not! and if not, maybe they should be?), you need to assume this is going to be people's first point of contact... and this website isn't particularly useful for that use case.