Obviously you can learn a whole lot more about it there, but the 30 second spiel is this:
they're a pledge fund-raiser created exclusively to raise money for Children's Medical Center in Dallas(for whom I work, FYI). It offers triathalon events, however, you can opt to do just 1 or 2 of them if, like myself, you'd drown after 500 feet or die of a heart attack running from the front door to the mailbox. FOr their first ever event for Children's, it will be a bike-only event, and it's gonna be held at the American Airlines Center in downtown Dallas on 9/14/2008.
They offer rides from a 10K up to 112 miles, so everbody should be able to join in the fun.