They're not bundling so much pointing to discounts for existing print books you own. The selection is limited, but they've doubled the number of recognized books since I last tried it. The addition of HC's stable certainly gives them more legitimacy.
When I tried it and posted here a few months back, the app worked, but only recognized a few of my O'Reilly Press books, and took me to O'Reilly's site for the discounted ebooks.
If they can get more big publishers on board, it might be interesting, particularly if it lets them counter Amazon's bundling deals.
If you'd like ebook versions of your print books, it's worth a look, but be prepared to be underwhelmed for now.