These folks followed me on Twitter, and I had a look at their website. They run a contest for literary fiction. Anyone with $50 to spare and an English language book can enter, and writers can submit as many books as they have $50's to spare. The judges are volunteer readers enlisted online. There's no prize for winning, as far as I can tell. The site also runs a review service for literary fiction where writers can (for $90/ month) rent a page posting the review and buy links. In the About Us section,there are no names, just a mission statement about their passion for literary fiction.
I'm sensing a passion here, but not so much for fiction. What say you?