One thing that suprises me about this is that there's no reference to this being a Google project on the front page. Is this a deliberate move to seperate it from normal Google activities? To give it more of a chance as something other than the latest Google fad? Any ideas? It doesn't even look like it's geared specifically towards web apps.

What they have here isn't even a collection of data. It's just a tool to look over all of your preferences/settings.

Will Joss Whedon be involved? It seems kind of pointless if he isn't. It was his skill that made the TV series what it was and I just don't see anyone else being able to pick up from him. The other issue is that there is a lot of secrets still. Only Joss (as far as I'm aware) knows what they are and he had where the series was heading planned out. It's a nice idea in principle but without his involvement it would just be a game using the Firefly name to generate sales.