I applaud the fact that they are willing to interact with consumers as that is what they/we are essentially.
Shame it is US only, as the guidelines are tighter yet the FDA are a little more open minded to social media as opposed to it’s European cousins.
It wil be interesting to see if they get some decent content on there and if the Diabetes public interact with them. I’m not so sure they will be able to reproduce the level of content that you may find on the decent blogs out there, inclusive of ShootUp team. 
What are you thoughts Tim?