Sounds like Yet Another OCR software chained together with the already free kindlegen and send-to-kindle services... what does this do that ABBYY Finereader doesn't do?
And I wonder how Amazon can sell a good OCR software for about a tenth of the price... unless it doesn't really compare. .
You could always use stuff powered by the open source tesseract OCR engine, of course. If you are spending money on OCR, though, you'd probably want to go straight to the top.