StartSomethingPC.com is due to kick-off during WinHEC 2005 and conveniently a few days before Apple release Mac OS X "Tiger" (although that launch itself was scheduled by Apple to take some of the shine off WinHEC). Neowin suggest this could be linked to the Athens PC reference platform. There's a RSS feed.
Update: Paul Thurrott has the scoop on this. It seems to be part of a marketing campaign (see XP Reloaded Phase 3: Windows Marketing Campaign on Tap).