This website's name is "I AM That I AM That". Sounds like I'm repeating myself. Its meaning is better understood when you say it as "I AM (pause) That (pause) I AM That". It is in reference to "I AM That I AM", the name of the Divine given to Moses at the burning bush.
In the book "The Moses Code" (and movie by the same title), James F. Twyman explains that we (in modern times) have not understood the full meaning of that name. Its full power is understood when we see it as "I AM That, I AM". Did you notice the difference? A comma. "I AM That, (pause) I AM". Whatever you look at around you (or within you), the Divine is that, "I AM That". For a full explanation, read "The Moses Code" or see "The Moses Code" movie.