That was the first thing I thought of when I saw that pic. Except, I was remembering the generic dolls.
It's surprising that in a risk averse industry the gamers have help built, that we'd see a project like this. Hopefully given CD's track record, I hope they succeed for their and us gamers' sake.
CD Projekt Red, live Valve, prints money from publishing and can afford to take risks.
Seriously, they are like a miniature polish Valve in a lot of respects. Since they have a lot of swinging room for personal projects, they can afford to lose money because it greatly increases their relationship with customers. A lot of the community love CDPred because as long as they stay revenue neutral, they are actually coming out ahead no matter what. So CDPred uses this to their advantage by making good games instead of profitable ones that might hurt their reputation.
To me, they do this because they A) Want to make good games. B) Making good games is a good way of getting people to pay for them in their primary market, which is saturated with piracye and C) It improves the company's standing in the eyes of people handing them money, which removes any grudges people might hold when buying other products.
Their games are their marketing and customer relations IMO. Plus I figure the guys running the company might even want to see these kinds of games.