They also wrote a follow up article
http://goodereader.com/blog/electron...get-published/
Even the ceo of bookbrewer commented on it, most of the info in the above article was gleaned by both the CEO and management at Borders, which is why that article is more extensive getting into the semantics of the bookbrewer and borders deal.
Many people will say, there are cheaper alternatives then this new program, but there is lots of DIY involved. Sure you can publish on Smashwords, and pay the premium fee to get listed on iBooks, or you can format the book yourelf (requires effort) with Amazons DTP program. Borders seems to bridge the gap between hiring a professional agent or agency to hyperlink your table of contents and format your book for a number of e-reading platforms, and marketing it for you.
Obviously borders or bookbrewer are just providing a service, something most normal people might find interesting, and less time consuming. They will distro your book to Kobo, Borders, Amazon and Barnes and Noble, for $90.00 thats a solid investment. Considering the sheer amount of effort people put into writing a book, 90.00 is nothing.
If this is not for you, there is always the Kindle Singles new program.