It's a (mis)quote from the Kevin Costner film Field of Dreams and its use here is a slightly sardonic reference to the days of the early web when there was far less content, so much so that just about any web site would collect an audience. However, there was no means of guaranteeing this so web site publishers followed a strategy of hopefulness, hence: “Build it and They Will Come” became something of a mantra, not unlike "Mooooon" is in altcoinland.

Cheers

Graham