Microsoft Platform Ready (MPR) is an attempt by Microsoft to pull together resources to help software companies developing products to explore and adopt the latest technologies from Microsoft including Windows Azure and SQL Server 2008 R2.
In return for profiling your company and application(s) you get free technical benefits to help you use the latest technology.
In return for successfully testing your application you get free marketing benefits.
Additionally testing an application in MPR is a requirement for certain Microsoft Partner Network Silver Competencies such as the ISV Silver Competency .
It is FREE to signup, profiling takes just a few minutes and the benefits offered by MPR will just keep getting better through 2011.