That's probably what it was intended to be. Are gimmicks bad now?

> A melody doesn't even have 65k notes

If you had followed the link, you would see it works via a vote for the next note / word in the lyrics.

> It's like having 65k people writing a text. There's no structure, leadership, direction, etc

Many, many successful things have worked without leadership or structure. I disagree, there is direction. People choose the note/word that is most appealing to them, etc.