That whole "Facebook of..." thing is a pretty common description these days. It makes sense, Facebook is wildly popular (even we have a Facebook page
) and 4 years ago we were called Facebook for Scientists, which didn't make a lot of sense at the time since writing science on the Internet existed before Facebook.
And if scientists were that social they would be on the actual Facebook more. They just aren't, as a bloc. Regardless, IBM thinks if they build it, scientists will come and their sweetener is it will help researchers get funding.