"The Whiteboard" isn't really connected with Delta, it has apparently coordinated some kind of membership drive with Delta. Check out this link:
http://www.trademarkia.com/the-white...-85421648.html
If you check out the website for The Whiteboard, they are trying to get lots of new members (folks willing to take surveys or write reviews or...). Each survey-taking member provides quite a bit of personal information, so that The Whiteboard can pick and choose groups of folks with similar backgrounds and/or age and/or buying habits. With this ability, they can offer their clients an "audience", a tailored group of folks who match the client's prospective customer base. This tailored group can be canvassed to ask for preferences, "druthers", projections of purchases, etc. That should make for informed decision-making when deciding which product to launch, or push, or improve, or....
What Whiteboard survey-taking members will get is "Whiteboard Points" -- I haven't researched that enough to understand what they are good for or what they're worth. But you WON'T continue to get Delta skymiles...that's a one-time offer to get you on board.
Anyway, that's my "read".