The guy who started it, Jeff Gold, sold a few websites back in the day, go.com to disney amongst others. Pretty good way to spend your energy after you’ve done the career thing: start non-profits, rescue animals worldwide, save the world! I’m all for it.
Some nice ideas in here on reusing common items: http://www.world.org/weo/recycle
Other projects from World.org: http://www.world.org/weo/projects
Jeff Gold’s Next Generation House, complete with wind turbine and solar: http://solar.world.org/solar/nextgeneration