Lego Universe: totally sweet or totally sweetest?

I am the father of a small boy. So I can tell you Lego Universe has been on my radar for most of this year, at least. I just came across a preview written by Jon Wood at mmorpg.com based on a LU presentation at E3.

I guess it makes sense it would be thought of thusly, but I don't really think of LU as a "kids" game, per se. Perhaps I only assumed it, but I was under the impression it was going to be an "all-ages" affair, after the same spirit as the physical blocks.

However, yes, it does appear to be marketed to kids ... check out the slightly-creepy subscription pitch:

What better way to give your kids the constant action and fun they crave than with some LEGO Universe game time? This universe goes on forever, and the possibilities are endless as kids can team up to quest together, or visit each other to see the cool stuff they’ve built on their properties. Find the subscription model that’s right for your child.

Because the constant action I want to give my kids leads to a life of repetitive-motion injuries. Why let the TV baby-sit, now we have virtual worlds!

At any rate, OK, it's a kids game. But I have a feeling I'll be getting it anyway ... for my son, of course. Of course, I'll have to figure it out in order to help him. Of course.