How long to recognize this concept?

After a brief tour of the site, it would appear to be a place to prepare your ebook for publication in the ipad store, however, the cost looks prohibitive to me. Total time on the site was only a few minutes.

Per your FAQ " it is free to sign up and free to create your books. You will be allowed full access to all software features. When you are ready to publish, its $150. We will then publish your book to the App Store where it will be available for download. Then you keep 50% of the profits from your sales."

Now, for most people I would expect this is at least a bit confusing. The "app store" is typically for applications, while the iBook store is for books. Also, without some mention of the typical costs for submission to Apple (like the required ISBN) it is difficult to tell if these sort of costs are included in the mentioned price.

As you are taking payment from the author, and submitting to Apple, one would assume that you are acting as an "aggregator", however, I'd expect to see some sort of logo or other information indicating the site is an "Apple approved aggregator".

For potential authors that don't know, an aggregator allows you to submit your ebook to the iPad bookstore and get paid for sales (through the aggregator) even if your own book doesn't sell enough to meet the minimum payment requirements for the Apple program. If it provides editing functionality (like this site), it also removes the need for the author to have a Mac running at least OS X 10.5 or newer, or having a credit card registered with Apple.

I would suggest you tell on the site just what it is, right up front, and sell the benefits of using an aggregator, without leaving it so much of a mystery.

Also, there are a lot of unanswered questions... Such as what sort of volume the site has, when the author can expect to be paid for sales, whether there is any holdback for possible returns or billbacks. It should be very clear who holds the copyright to the resultant book, and just what the site is providing. It looks like an online editor that can submit a finished book to Apple, but without more information up front, I don't know how many authors are likely to sign up and use the service. Also, with the apparently large cost to submit, you may have to sell the site on the ease of publlishing, beyond the editing functions to get and keep authors.

Thank you. Very in-depth. I will take that into account. Anyone else?