I'm a Ruby developer, and I know and use RSpec, and I still couldn't tell what it did. I know it's an RSpec formatter, but nothing on the page tells me how it changes the format, or why I care, other than that it invokes one of the fastest birth-to-death memes in recent history. I'm not going to install $RANDOM_GEM without actually understanding the value proposition.

Take a look at the announcement post for rspec-fuuu (http://sjackson.net/2011/08/30/rspec-fuuu.html). It says "Hey, it turns 'FFFF' into what you're really thinking: 'FUUU'". I understand exactly what the gem gets me, and why I should be amused. Your gem provides none of that. No examples, not even a sentence explaining how the output format changes. Even your lengthy blog post (which does a good job of explaining how to set up a custom formatter) tells me nothing at all about what your gem actually does. It's a bad sell.