AOL, Orange and even HSBC have attempted to increase consumer engagement with their brands by featuring this kind of discussion.
This one seems quite lame - either they haven't promoted the discussion aggressively or they have gone a bit over the top with their moderation. I had a quick browse around and cuoldn't find anything even mildly contentious.
Why run this kind of website if you're not going to establish some kind of reason to return to it. The only thing you're going to do is annoy the people who were fleetingly interested in your brand.