What is Kinja and what are Kinja cards?

If I do a Google search for the name of this blog, "Krupansky on Blogging", the first search results is labeled "Kinja card for Jack Krupansky on Blogging - Kinja, the weblog guide". So, what is Kinja, and what is a Kinja card? Honestly, I don't really know with certainty, but Kinja bills itself as a "weblog guide" and offers a collection of profiling features for blogs. Click on Kinja card for Jack Krupansky on Blogging - Kinja, the weblog guide and see what they seem to offer.

Anybody have any info or opinion on whether Kinja delivers a valuable service?

And then there is my standard Web question: What is their business model and how will they make enough money to recoup their invested capital and expenses?

-- Jack Krupansky