I thought this was really interesting, and might even be the next evolution to how authors are selling their books. Looks like it's still only happening in the UK but with plans to expand to the US market.
Also saw this on the 2015 TrendWatch for Marketing (trendwatching.com).
Might definitely be worth keeping an eye out for, especially to help Indie authors really garner some local support for their books.
@admins: This looked like the closest "correct" forum for this. If not, feel free to move.