It initially appeared that Shell was promoting Arctic oil exploration as good for humanity and any environmental impact was secondary in this micro-site.
Update May 2, 2013: the site has finally been taken down.
However, the more you read the more improbable it seems that Shell would actually promote this philosophy.
Indeed, Shell didn’t. Its a spoof site as described in this post by Kate Rose.
I suppose it’s a good way to raise awareness for your favourite cause, but it does so at someone else’s expense. Not a good way to be a good citizen in the social media world.
Again, thanks to David Tucker.