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1) I don't know what this is, the about page is not helpful

2) Why is this using my Google account? I'm 'logged in' according to the top right. I'm sure I didn't opt in - I didn't know the site. I didn't 'log in' anywhere - you're embedding stuff that refers to my real Google account, which isn't cool without saying what this is about.

3) Even if you're showing a Google product here and 2 is moot: If you're in private beta and I can 'add myself to the waiting list' - how am I 'logged in' in that case? That top row doesn't make sense?

Summary: The site is a landing page with a way to enlist for services that aren't spelled out. I don't blame the creators, but the submitter. Seems like 'schemer.com' gained a lot by using a favorable name here (at least I visited the site to read about something a la 'The little Schemer' or related stuff).

I agree with you completely. Too bad in this case one can't view the upvotes... Keeping logins across different domains is definitely an anti-pattern.
tl;dr: content-free buzz marketeering for the private beta for a "find something to do" service of some ilk.

The service name reminds me of some Yiddish word that I can't quite place for something or someone that's involving badness; it's reminiscent of various pejoratives. schlemiel, schlimazel, schmuck, Schemer?

So what could Schemer be exactly?

  According to IGN, who partnered with Google to help 
  consumers find things related to games and entertainment, 
  Schemer is a platform that helps you discover things you 
  didn't even know you wanted to do.
From the about page:

  Whether it’s exploring a new city, checking out a 
  friend’s movie recommendation, or just finding new 
  activities for your weekends, Schemer lets you discover 
  new things to do, share schemes with friends, and make 
  the most of your day.
Patent: http://tarr.uspto.gov/servlet/tarr?regser=serial&entry=8...

  Downloadable computer application software for mobile 
  phones, namely, software to facilitate group decision 
  making, event planning, and social networking

  Providing a website featuring on-line non-downloadable 
  software to facilitate group decision making, event 
  planning, and social networking.
Edit: That website really wants to log me into my Google account. If you are logged out and try below URL it will send you into a redirect loop, adding parameters to the URL with each attempt: http://www.schemer.com/about?lo=2
Google has now taken on the location-based social networking website Foursquare with the launch of Schemer.com. The new Google website aims to help users find new things to do, share "schemes" with friends, and "make the most of your day." Also considered to be Google's answer to Facebook's 'Events', Schemer allows users to select activities/events they are interested in and let their friends know about it. Apart from keeping track of completed activities, the website will also recommend new schemes depending on users' interests. Google's new site is in beta-phase and an invite-only product presently. The new website is backed up a number of content partners ranging from National Geographic to the Rolling Stone. However, Google has not clarified how it is going to use them. Schemer.com has been developed by a small group of Google engineers, who announced on the social networking site Google+: “Ever wonder what to do? Us too. We’re a scrappy group of Google engineers, united by a passion to help people discover and share stuff to do in the offline world. And we’ve built something to do just that—we call it Schemer!”