Oh, right. The author whose brainchild it is isn't allowed to claim it as his. That kind of sucks. Actually, it sucks a lot.
He's a member of Full Fathom Five, James Frey's book factory. I rather like the idea of it, in general. A writing community focused on getting things out there, with support and brainstorming from fellow writers. A think tank focused on stories. It'd be fun to work in a place like that.
But then I run into the hard realities of Full Fathom Five: the writers are overseen by James Frey, and write to his request. The writers are published under assumed names. Which'd be neat, if the whole thing were branded as a community. But it's branded James Frey, and even Oprah hates the man. Branding myself with someone else's shame isn't a particularly appealing prospect, especially since I wouldn't be making my own mark at all: I'd be contractually obligated not to.
That makes the whole concept spectacularly unappealing.