I know the guy who started this from Hollywood Poker days - he was pretty active in the "Chat Lounge" area as well as their forum. User name "Da Duck." Here's a link to one of his posts (chosen kind of at random):
http://forum.hollywoodpoker.com/showthread.php?t=8128
FWIW, he never seemed to be in it for anything more than our right to play poker. That was my impression at least.
I also have a friend who was considering going into business with him selling some air conditioning additive (don't know more than that) but I never heard what became of it.