Been hearing about it since this morning. Still can't determine if it's going to help or not. Seems rather silly for them to "blackout". Though I do see their reasoning, I'm just not so sure it's going to matter.

It is, because it's going to force people to notice it.
I think it's an extremely silly and childish way of protesting.
They're only hurting the people who use their site.
It's an extremely effective way of protesting. Fact is that MANY people use sites like Reddit and Wikipedia. If you take those sites down, even for just one day, and replace them with information about the issue, you've just brought the issue to the forefront of the user's mind.