http://www.lego.com/en-us/life/
I was flipping through the latest Club magazine online and it had an ad pointing me to... this. Don't let the video fool you, it's still being developed, so it looks like you can only try it out if you are in the UK at the moment.
But just what is it? The video's maddening insistence on just using the word "stuff" wasn't helpful, but from what I gather from the actual site, it seems like Lego is trying to set up its own social network that focuses on building contests. Building contests for kids aren't very interesting for us mature, adult, LEGO™ Connoisseurs, but what may be interesting to us is the other stuff - a minifig avatar customizer for your profile, accounts 'belonging to' minifig characters (getting into MLN territory here), and "easy access to all the latest LEGO® news." There's also this, from the FAQ:
...which seems to imply game-like elements are part of the deal. So maybe this is quite literally going to be MLN 2.0.
Something to keep an eye on, I think!