If it is a joke, whoever's behind it isn't showing their hand at all -- the about and submission pages talk pretty seriously about their conviction for crafting. Although they don't win any points from me for saying "Dungeons and Dragons is kinda played and we don't condone or support dorkyness in hi-school." The tone is almost too perfect to be real, though, and it seems like commenters are in on the joke.
If it is a JeffK-like parody, it is brilliant. And even if not, it'll definitely be a site to watch -- there are some hilarious submissions on the site already.