Numerous art book publishers churn out dozens of books exactly like this every year. Used bookstores are drowning in them. Those aren't a reason not to publish

Numerous art book publishers churn out dozens of books exactly like this every year. Used bookstores are drowning in them. Those aren't a reason not to publish a new one with fresh photography and copy, but why does this have a signup site, a software developer on staff, and a post on HN of all places? Am I just totally missing something?