Isn't this just bloggin on paper?

This is a weird story on the NYT. Book sellers (such as Border's) are beginning to offer publishing kits.
"It's easy to publish your own book!" the "Borders Personal Publishing" leaflets proclaim. Pay $4.99. Take home a kit. Send in your manuscript and $199. A month or so later, presto. Ten paperback copies of your novel, memoir or cookbook arrive.

I'm a product of the "I have a novel in me somewhere" generation, but this just seems like the cheaters way out. Plus, this doesn't get you promotion, just publication. An interesting idea though.

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