It works like this:
Each month, customers are given clams to vote with (clams can also be earned).
Customers use clams to vote-up their preferred fetish page proposals. Site admins and customers can propose new fetish page ideas.
The more votes a fetish page proposal gets, the more likely it is to be created by site admins. See the current fetish proposals, organised as a leaderboard.
Cast your clam votes carefully! All for one fetish? One each for several fetishes? You decide!
Once a fetish page proposal is adopted by site admins (based on its votes) and a real fetish page is made, everyone gets their clams back to vote on other proposed fetish pages.