Coloring books in their quote above is pretty much what they want. Or something like madlibs, which is actually what I think their name is based on. They (or the show) provides the framework and users/players can just 'add color'. We, creative fans, have never really been who they hoped to create content for them, IMO. They want random tv watcher (of the 'right' demographic) to see their site, buy into their BS and write up some fanlibs that will give them plenty of page views for their ads.