Its main purpose is to connect the scientific community with the neophites. The point of view of an ecologist can be compared to that of a beginner in order to clarify the misuse of language around the word "Ecology". The difference is noticeable between ecology and sustainable development. I think that putting both together in one platform allows, paradoxically, a better dichotomy of the terms. If it's a bad idea, I'll close the site, that means you're right.
Ecology in its scientific sense is a sub-branch of biology, this difference is important for targeting a more specific and involved community.