Designer Dog Kennel Club?

[HaflingerAcre]

So while looking up norfolk terrier x poodle mixes (since I'm convinced thats what my dog is and I wanted to compare him to pictures of norfolk poodle crosses) I came across the 'Designer Dog Kennel Club.' I mean are they for real? Do they actually think mutts can have a breed registry? I have nothing against mutts but seriously thats all they are! And the website said something about purifying the 'breeds' I mean wtf!

So what's your opinion on this? Have you ever heard of this before?