Even though the purchase page is on etix.com, it shares all chrome with his site, and the tickets don't seem to appear in any public listings or directories elsewhere. Presumably, there's still a charge, it's just small, and included in the pricing model (along with taxes).
Obviously, it would be awesome if this works out and etix.com (or someone else) makes this low-fee approach more accessible to other performers.
EDIT: I definitely agree that etix gaining traction would be a great step in the right direction.
Louis CK seems particularly well suited for something like this because he seems to be content with the amount of money he has. He could do a lot to improve the entertainment industry by sharing his knowledge without necessarily building a business around it.