Jurgen Appelo had created Happy Melly and one experiment was Happy Melly Express, a publisher that would sit between self-publishing options, and big publishers, created by Vasco Duarte. They were looking for a book to use for their first experiment:
After a few months, it was re-launched in the fall of 2014. Again, in true lean startup fashion, we used IndieGogo to fund the creation of the book which included a Godfather package that would give that supporter the ability to host the first workshop based on the book.
There was no intention to actually create and run one, just an experiment to see if there was demand to do so!