There's being clever, and there is being different...not sure where this fits?

I came across this site today, and I have to say it is certainly a little different. But did it get the message across - not immediately, and I had to try and figure out what they did! It is all well and good having fancy clever animated sites, but unless they convey the message clearly then they sort of miss the trick don't they?

Nice idea, but a little off track for me!