Kafka uses the abstraction of a distributed log that consists of partitions. Splitting a log into partitions allows to scale-out the system.
Keys are used to determine the partition within a log to which a message get’s appended to. While the value is the actual payload of the message. The examples are actually not very “good” with this regard; usually you would have a complex type as value (like a tuple-type or a JSON or similar) and you would extract one field as key.
See: http://kafka.apache.org/intro#intro_topics and http://kafka.apache.org/intro#intro_producers
In general the key and/or value can be null, too. If the key is null a random partition will the selected. If the value is null it can have special “delete” semantics in case you enable log-compaction instead of log-retention policy for a topic (http://kafka.apache.org/documentation#compaction).