Good for them. My wife and I were just talking about the same sort of thing, though about publishing.
I'd like to write in retirement but I think I'd like to just work hard and go it alone with publishing and marketing. If I'm good, people will read it. If I suck, the people who watch a lot of TV might like it. Anyway, this is a business model I'll be watching as it spreads to other industries where a mediocre middleman controls the success of the artist.
Or Realtors.