Mysteriousing

Normally when I encounter a new coinage, it's either explicitly defined or one can deduce the meaning from context or by analogy or what-not. Here's one I am still trying to completely suss out, though. It's the mission statement for the Web site Performancing.com:

Performancing.com is a group weblog written by professional bloggers, for professional bloggers. The emphasis at Performancing is commercial blogging.

The Performancing.com Mission

"To create a home for professional bloggers. A place where those that want to make money from their blogs can learn, and perfect the art of making a living from weblogging."

What exactly is "performancing" intended to mean? Working backward, we posit a verb "to performance." Is it transitive? I performance you. If so, what am I doing for you? Is it intransitive? I'm performancing = I'm working at a high-performance level?

I suppose I could just ask them, couldn't I?