Huge kudos for the design of the site - it definitely gives off a Tron-like feel. I can't imagine the attention to detail to what amounts to just a game.
It serves an important purpose for them no doubt, but it is surprisingly polished and addictive. Just shows you that it's worth putting time into perfecting even activities which might seem peripheral - I'll bet they'll find some good people via this game (the ones who finished it really quickly and with clever solutions).
I'm totally stuck on Level 7 after getting some waffles and have no time to continue though, oh well.
You nailed it on the addictive bit. I got home from work around 6pm and started the game. I glanced at the clock after a bit and realized it was almost 2am. Oops!
Game, marketing exercise, recruitment tool.