Thanks for the heads up.
I just visited the site (and rolled the dice and lost, lol).
I think calling it a game-site is not really appropriate. It's pure gambling that is going on. Most people like gambling (look at the success of all other gambling sites), so I think it's not so unusual that the site attracted so many players so fast...
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I think it's beyond that.
Even when a person loses, he/she gets new JKR tokens. These can give access to new games, keys, or dividends. So, it merely begins at the dice game.
I called it a gaming site because that's what this market is referred to as; I too was surprised at first.