This definitely sounds like another Napoleonic ego-Party like Perot's Reform Party. A grass-roots movement is not ten people registering to be a party and putting up some hand-picked candidate.
Back to Nevada. Apparently the claim to fame for this Jon Ashjian, or Jon S. Ashjian, or Scott Ashjian, depending on the day of the week, is he had a contract with Iowa State University to provide an energy drink with an Iowa State logo. Iowa State recently signed an exclusive deal with Coca-Cola, so Ashjian is out. Ashjian is suing.
Asjian also apparently represents a construction company in Las Vegas. As near as I can figure, the construction company is actually a family business in Fresno California.
That is typical of the little vanity parties, do you really think that Alan Keyes created his own party with the intent of having primaries? Who do you think his Party's nominee will be in 2012? (hint, last name is Keyes)