Sure, it is. But Push Pop got a ton of publicity partly because of Al Gore and partly because of Mike's passionate Ted talk, so I presume they would have been able to get more than enough funding. And of course you can't change the world if someone does it before you.

Anyway, the folks at Push Pop Press, as well as Sofa and the rest of top tier design talent that Facebook have been eating up, are smart bunch and I'm sure they know what and why are they doing. Or it could be the allure of a metric buttload of money.