Crushpad… Good or Bad?

I just came across this site called Crushpad. I find it kind of interesting. I personally feel that the wine making process is something magical that should be shared. Although this company lets you get involved as much as you want – I still don’t know…. seems like something is missing. Their site states the following:

Crushpad makes it easy to create your very own luxury custom wine, from grape to bottle. Even if you’re new to wine making, lead a busy lifestyle or don’t live near wine country, you can still make your own wine, your way. Here’s how:

• You choose from among 50 of the most coveted vineyards in California, Oregon and Washington. No need to track down great fruit and haul it to a winery. Crushpad’s got it handled.
• You work hand-in-hand with our renowned wine making team to define and make your wine. They’ve got you covered, so that you end up with a great finished wine.
• You participate as much or as little as you want in the wine making process. Learn how to make wine by getting hands-on at our winery or keep tabs on things through Crushnet, our real time winemaking resource.
• You work with our talented design team to create a custom wine label that’s the perfect expression of your wine and your unique story.
• You can make your own wine on your own or as part of wine making group.
• You meet some incredible people at our many client events who share your passion for wine and winemaking. Whether its at our wine tastings, Crush Camps or our annual Mashup party, you’ll learn a lot about the wine making process and enjoy the education.
• You can even launch your own wine brand through our Crushpad Commerce service.

Cost to create your very own custom barrel of wine — 25 cases — varies depending upon the vineyard you select, ranging from $5,700 to $10,900 (or about $19 to $36 per bottle).

I find it amazing that they offer everything as a turn key solution under one roof, my question is how does this really distinguish your brand from the next? I would be interested in hearing from someone who has used them though.