What is wrong with this picture?

You have to read this to believe it.

A new would-be game publisher called Brash Entertainment has started talking about its plan to take the gaming world by storm. I must be missing something, because so far they have what seems to me like the perfect recipe for disaster.

To wit:

• Executive team includes "Thomas Tull, executive producer of the new blockbuster movie "300," and dot-com pioneer Bert Ellis". A 'movie guy' and a 'web guy' does not a killer games executive team make.
• They plan on "producing 60 to 100 [branded games] over the next five years." Even with 100% outsourcing I have a hard time imaging they'll be able to scale up to that level of project management and find enough solid, consistent development partners.
• Shovelware is basically written into their manifesto. "Even a bad video game, paired with a good movie, can be very profitable...The safest, most lucrative way to sell a video game is in tandem with some kind of movie that is already heavily marketed". Take everything negative that has been said about our industry in the last 5 years and you'll see two major themes: games are too violent, and sloppy branded fair that is rushed to market to cash in on a license gives the industry a bad name. These guys seem to be building their business plan around one of the most loathed realities of our industry.

In their defense, Gamasutra has posted an update to this initial story that would seem to lend them a little more credibility.

Apparantly, though, I'm not the only one who thinks this whole thing has the potential to become another Phantom. If nothing else I would say Brash should have been more careful in how they chose to first communicate their existance and plans to the public. The MSNBC article is hardly generating the sort of positive buzz that I would imagine they had hoped for.