Interesting product. It doesn't really look like this is meant to make any money for the developer yet (maybe the plan is to add fees to their mining pool at some point in the future?). I suspect the point is to drive policy so that companies and individuals don't trust transactions with zero confirmations, or at least start checking for double-spend attempts. The standard right now for many companies is to accept zero-confirmation transactions (e.g. bitpay does this). Because this is such a widespread practice, it's effectively a security vulnerability of the bitcoin network as a whole. If this site can change this standard, then maybe they'll make the bitcoin ecosystem more secure.
This is an interesting phenomenon of the bitcoin ecosystem. If someone owns a lot of bitcoins, they're incentivized to make something like this even if it doesn't directly make them any money.
By the way, the extended FAQ for the mining pool is still showing Lorem Ipsum text: http://www.bitundo.com/pool/faq.html