Bling is a platform for people to share what they buy. It caters discussion and commentary around products, shops, and wishes. It lets people see what their friends (and people they admire) are buying, as well as share things of their own.
Bling plays on the fact that people love sharing their purchases, and their curiosity for the tastes of others. As an example: fashion connoisseurs share their clothes and accessories, geeks share their latest tech gadgets and talk about them.