They need one of these...
Haven't read the article, but at first glance I would say that:
It is inevitable that the unaltered document is pirated and made available online, and given the availability of both original and altered version, it should be trivial to detect the subtle differences, and undo them.
Or, better yet...
Would it be more interesting to start adding your own random subtle alterations to e-books when you re-distribute them?
Spotify
Pandora
iTunes
pick one.
I'm not sure which one bothers me more...
A) It is a scam. 78000 people fell for it. Thanks for your money.
or
B) It is not a scam, but the project never gets anywhere. Thanks for your money.
or
C) It is not a scam. They get to Mars. Based on some arbitrary selection process any one of these 78000 people may become responsible for a good part of the genetic makeup of all future Martians...
When the bosses talk about improving productivity, they are never talking about themselves.