It's taken me a while to come close to figuring out what this post is about. EmpireAvenue seems like a social network promotional tool more than a game - and the virtual currency aspect is interesting.
It reminds me of Klout and Kred - but a little more complex perhaps.

For the cynics - all these things basically give you some form of 'douchebag score' to see how annoying you've been on various social networks

I jest - and actually I try these things out to see if they can actually be useful, and I suspect some sort of social network activity metric is a vaguely good idea for marketers or technology evangelists if it's not used in a too rabidly enthusiastic manner.

As for what the above approx '70Million'  of those quaintly walled-in EmpireAvenue virtual currency units 'Eaves'; really means, and who these BIG WIGS are... I still dunno.
Hopefully it means slightly  more than just a bunch of social network marketers spamming each other with stuff they don't even read.

I initially thought Twitter was pretty useless - so I now tend more towards reserving judgement on these things. For now I've managed to hold back the reflex to throw up a bit in my mouth over the self-promotional aspects and file it under 'kinda interesting' and 'quite neatly implemented'.