I don't mean to be rude, but how is a service like this actually used? I mean, in your experience, what's different about it versus, say, a blog, or even a simple cms like jottit?
When someone close to you passes away, you are distraught and have a lot of things to take care of. Maybe you don't want to register a domain and do design and stuff (most people aren't designers afterall). So they set you up with a nice memorial and take care of the details in a tasteful way. Think of it as a specialized CMS.