Would anyone like to tell me the significance of lurve and all these "jellies" and the marine life theme of Fluther?

I’ve been on Fluther since December, formerly AB, where I would still be if they had not tried to transform themselves into a Fluther type site…..unsuccessfully in my opinion. But I have still not picked up on the significance of lurve, jellies, marine life theme of the “awards”. Can someone enlighten me?