Will Droga's HoneyShed really be a first?

So, I'm reading all this stuff about David Droga's new venture, Droga5 (its home page is pictured here), starting a new branded entertainment site, and frankly, it leaves me cold. Called HoneyShed, Droga apparently told the masses at the Microsoft Strategic Account Summit, that it would be "the world's first digital branded destination." If you've covered the Internet business for as long as I have, you learn to always tune out any claim to being first, particularly about a dozen years into the revolution. And, ask yourself, isn't any site consumed with one brand—be it Amazon or Nike—a branded digital destination? The site, which will debut in beta sometime this summer, apparently is meant to forge the back and forth that defines the relationship between brands and consumers. We shall see.