Trying to capitalize on Bitcoin's popularity. Very smart move. You could do a bit better job regarding your website if you are really serious about this, and not just making it for the sake of promoting Lightning Network. Better website will definitely attract more customers. (Don't get me wrong, current design is good, but the combination of background, cards and font is just wrong...)
They can defeneetly work on more information on the wbesite plus these moving clouds are moving customers attention to the background and make it harder to read the text.