It looks like they are for Seminar people. Go around doing seminars with the Book as Merch that can raise awareness of your brand if they read the book around friends or recommend it, which lets you do another Seminar with more attendees.
It's the kind of thing you do want to self-publish for, since the only places that will sell your books are ones that host your seminar.

Their about us section is giving flashbacks though:
We are currently the world’s fastest growing book publishing company by title acquisition.
It also provides more proof it's for the Seminarians.
To serve our global base of authorpreneurs and speakers