I think the idea of a Punk Math book is pretty interesting, but honestly, I think he should do a lecture series (I think his personality would really come across better in that medium). He seems like a sort of Bill Nye for mathematics.
This could be a great candidate for a multimedia textbook... 10-minute videos + notes + interactive proofs?
Virtually nobody knows what "math" actually is before college. Even in college I suspect the number is still low. If nothing else his project has the potential to fix that.
Ten years seemed sufficient enough for me to place enough value on math that I was able to overcome whatever my original deficiency was. I'm all for finding a way to teach math that helps others in the same way.
edit: I just realized neither of us posted the link to the podcast. It's at: http://www.mathforprimates.com