Apparently, it's a training program consisting of cardio, weight training (without typical gym equipment, just a couple of weights or resistance bands) and exercises for flexibility (like yoga or pilates) while following nutritional guidelines.
One of the key marketing aspects I've noticed is that they claim to break plateaus as much as possible, which is generally one of the biggest obstacles in fitness/bodybuilding.
I'm sure they probably try to market their own protein shakes and stuff like that, but if someone is following this, they'd be best off to order their supplements from Bodybuilding.com, since they're cheap, have great customer service, and a jaw-droppingly huge selection of products (really, all that's needed is a whey protein isolate, creatine, BCAA, and maybe casein protein).
They also have a 12 Week Video Trainer from Kris Gethin (natural bodybuilder and personal trainer), which is free to watch online, in case someone doesn't want to buy this program.
I've also heard good things about Trueprotein.com, and they sell all kinds of supplements, but I've never ordered from them before, so I don't know about the quality of their products or customer service (they also charge quite a bit for shipping).