What aspect of it don't you get?
It's cycling in it's purest form- one single gear and that gear goes round constantly
It's effectively riding a bike that you would see in a velodrome (as in at the recent Olympic games) on the road with a brake to make it legal.
Yes, in some areas it's been taken up by alot of people who deem it to be cool. This has led to a chic culture which has developed with many fashion houses becoming involved with cycling companies.
I'm all for anything that increases numbers of cycling and awareness of the sport.