An ongoing focus of content producers is offering the content via a variety of channels. As time goes on, the number of channels increases, so it's nice to see a book that sidesteps this rat race by pairing with something in a different format that contains entirely different content.
Yes, it isn't a business book, but let's think creatively. When you click on the link above, look at the reader comments. In summary:
They like what the publisher has done and they are excited to buy the book.
Coming up with creative ways to include additional material does a number of things. For one, it creates the excitement mentioned in the link above, but it also introduces your idea to a whole new audience. In this case, a musician and author's audiences meld. In your case, perhaps your idea and a hip independent filmmaker join forces. The blog coverage instantly doubles. People start talking. Books get sold, and your name becomes that much more integrated into a broad range of people who can benefit from your idea.
Cover as many channels as you can with your content, but don't be afraid to try something different once in awhile, too.