It's a satire. A satire.
A piss-take, a joke, a sideswipe on the perception of Brighton being full of luvvies, Bohemian arty types, DfLs-cum-self-appointed social commentators who believe they're the first to have discovered Utopia by the Sea - along with a variety of other assorted wankers, dahling.
Agreed. What a coincidence that it's been launched during the Lib Dem Party Conference. Calculated to stir up the Bellotti-haters again.