sorry, I couldnt stop it from linking! That is not the site. Its the name of a app (or 'homebrew') on the 3DS, which you can get when you hack your 3DS. And I recommend anyone to do that. PM me and ill point the way!
theme.ly appears to be down (504 Gateway Timeout), is that the right URL? Never heard of this site before.
I much prefer the offerings of Theme.ly, myself ;) Heat added though, of course
No. This is being offered for free by Atlus / Sega ;)
Nintendo offering something for free? Hell must have frozen over