It is, perhaps, the most inane concept of the last 10 years.
As an aside, you should really check out Dinosaur Comics, it has one of the most interesting concepts for a comic that you'll ever see. The artwork - meaning the characters, panels, flow, etc. is exactly the same every day, only the dialogue changes. It sounds crazy but it works, and as evidenced by the comic above, often times it really hits the mark.
Have a great weekend everyone. And quit it with the 'personal brand' stuff.