The portraits are really in 3D, and you can pan, zoom and rotate them as you like; the entire experience and the interface is somewhat similar to Microsoft's Photosynth. Each portrait consists of several "fragments"; click on one, and it'll flip over, revealing content - a tweet or an image, perhaps - drawn from one social network or another.
You can do all sorts of cool things with the fragments; for example, you can browse through them with the arrow keys, or separate them all with the spacebar (hit "controls" on the right side of the screen to see all the options). You can create your own portrait for free, or contribute to other portraits by adding photos, text, stories, videos or blog entries that are relevant to the portrayed entity.
Now, while the entire site is primarily a visual gimmick and a showcase of FOXTEL's technology, used in their iQ2 set-top unit, it's done very well and I can actually see people using it; it's free, simple, easy, and the results are undeniably cool.