ELIXIO? Social Network? Complete BS?

Reccent e-mail:

“You have been invited to apply for ELIXIO membership. ELIXIO is a private, exclusive and invitation-only online community, social events and information exchange network. ELIXIO members are influential leaders in the financial, fashion and luxury industries as well as academic and social leaders.”

This pings my BS meter off the dial - anyone ever heard of it?
My google-fu must be weak 'cause I can’t seem to find any info.

Well, here’s one news article about it. Dunno how reliable it is.