The Case of the Mysterious Soth Web Presence

Can someone please explain to me what Alec Soth is up to? Looks like he's involved in some kind of independent art book publishing project. For someone known for his strong blog presence, this Little Brown Mushroom Wordpress is as vague as it gets. There's essentially an infinite loop from the blog to an essentially blank website, and back again!

"This book comes with a unique signed sculpture made out of Las Vegas prostitution advertisements (spoon and $100 bill are also included)."

WTF? Maybe Alec needs to lay off the little brown mushrooms...