I had to laugh when Mr. Bookner-dude said his market was "early adopters" and open minded agents and publishers. I'm not sure such a thing exists in traditional publishing. Traditional publishing was one of the very last industries to go electronic...and even today many agents don't take e-queries (ME for one).
Where you see early adapters in publishing is in self publishing and subsidy publishing. Those folks are always the leaders in adapting new technology and figuring out ways to make a buck. I love to read their discussion boards and see what they're talking about. They are frequently years ahead of all the rest of us.
One guy who is a VERY smart man, and did in fact change how traditional publishing operates is Michael Cader over at Publishers Marketplace. Michael Cader revolutionized this industry by making information about deals readily available, searchable, and archiving it.
He started out with an email service called Publishers Lunch. It would be interesting to see his subscription figures but I bet it grew exponentially in the first years. Now he's able to charge a subscription fee of $20 a month for it. It's probably the best investment in publishing. It actually costs MORE to subscribe to PM than to Publishers Weekly the trade magazine. It's worth every nickel and I'd pay double or triple if I had to (please Michael not this year ok?)
If anyone wants a business model on how to do something different, make money and perform an incredible service, they'd do well to just look at Publishers Marketplace.
But here's the other part of the story: Michael Cader spent quite some time IN the publishing business before he become Mr. Lunch. I don't know how he realized agents needed better deal info (more transparency to use the current buzz word) or how he persuaded agents and publishers to share that info with him, but he did, and in doing do, completely altered the publishing landscape for the better.
People in the industry have enormous respect for Michael Cader plus he's a really nice man. That might be one of the reasons he's successful.