Jewish Lite: Not lite enough or too lite?

Gawker brings up the rumor that HEEB, the publication of Jewish lite, may be over.   Could be.

In reading it, I didn't get a sense that it had a clear enough identity to have a strong following.  It was both not lite enough, that is not bold enough, and too lite, that is not having enough depth in tone and content.

If the rumor is on the money, good luck to the HEEB staffers thrown on the streets glutted with writing/editing talent.