Clue us all in!

Okay, here's my first official dumb question. (Remember I said my role was to ask all the really stupid questions on the blog?) You all keep talking about this fabulous yarn called "Noro Kureyon". What on earth is so amazing about it? What do you use it to knit? Is it made of spun gold or just wool?

We want to join the secret Kureyon Society too!