...They're targeting published authors with a following to get folks to visit their website...
Hmm...well, I have a Christmas story out with them right now and as far as I know, which I certainly could be wrong, the story every day was for their 25 days of Christmas.
That's still a huge commitment to make and forces them to 'feed the release beast' at a rate most long established publishers wouldn't try and tackle, much less a one that's been open less than a year.
Certainly but they aren't the only Epub that publishes M/M doing it. Dreamspinner Press does a Christmas story every day kinda thing every year, including, I believe, the first year they were in business.