You remember correctly, it was this post, linking to a Fast Company article which said in so many words, "Never mind about their pre-existing users, they're aiming to grab completely new users from other pre-existing social media sites and this is a good thing". (Fast Company has been called out before on hyping products and services they've financially invested in, so I'm not taking their article very seriously, but it does provide some insight into SUP's intentions for LJ)

Funny enough, one of the comments on that article was from a marketing specialist who pointed out that they didn't quite think their cunning plan all the way through.