By registering on the site and creating a profile page, teens are eligible to win prizes or even appear in a Wal-Mart commercial if their submitted video on school fashion is a hit.

Unlike Myspace, which is now the No.1 U.S. web site over Google and Yahoo, The Hub has strict limitations on what kind of material and quotes kids are allowed to post on their profile page. All kids are left with are a headline, a song, and a photo. Once the profile is created, parents are notified (mom or dad's e-mail is required to make a page) electronically that their kids are on the site and have the option to take them out of The Hub.

"The second you try to create boundaries and draw a line around content and put a box around content, it becomes something else. Teens aren't searching for what a company deems relevant, but what they deem relevant," Tim Stock, a researcher with New York-based Scenario DNA, told Advertising Age. "You can't own it. When anyone tries to own it too much, then it becomes a problem. That's the impression I get on this site."

After spending a few minutes watching the all-too-fake sample videos on The Hub's homepage, I created a profile for myself. Using my real age, I wasn't allowed to create my profile page or participate in the contest because I was "too old." By creating another profile and saying I was born in 1991, I was allowed to pick my favorite outfit and state how I "school my way."

I found the site lacked a lot of excitement. Besides choosing from a few selected pieces of clothing for the "fashion quiz," the pages are very bland, which is funny considering it's all about "expressing your style." The extent of my personalization was limited to background and font colors that I noticed didn't even display properly on my monitor after I picked them. While reading the terms of use, I came across this:

"We have made every effort to display the colors of our products that appear on the Site as accurately as possible. However, as the actual colors you see will depend on your monitor, we cannot guarantee that your monitor's display of any color will be accurate."

I had problems loading the site and picking out my fashion quiz results. When you combine the lack of options and tech troubles, I can't imagine too many teens sticking around long enough to see their finished results. I understand why Wal-Mart feels the need to launch The Hub, but perhaps a site like this isn't the right platform for the discount-store giant to reach new consumers and retain the ones they're losing to other department store-like retailers, such as Target.