It's about a company--a POD company--named Blurb.
Ever heard of them? Neither have I. But they've done something amazing: they've managed to generate some interest among venture capitalists (in the already well-stung San Francisco area) in their Print-on-Demand operation. In fact, they've raised eight million so far.
I'm not sure what they are doing is any different than CafePress or Lulu, but Publishers Lunch recently mentioned that they are "in talks with Major League Baseball about a project to allow fans to create books about their favorite team." Sounds like a blog--in print.