Re: Smoke and mirrors?
Seems it's already slashdotted - the server (after allowing scripts from a zillion domains) now says that due to load they've had to pull the free service.
Given the description in the article, I suspect any CS grad student who cared could have put something similar together. Take the inputs, use various web APIs to scrape a bunch of data, run it through some stock sentiment-analysis and LSA models and the like, and summarize the results mapped through some sort of pop-psych bullshit like Myers–Briggs.
Maybe the site does something more sophisticated, but really, the claims as represented by the Reg could be satisfied (in a minimal sense) by some toy code.