... I like pretty women as much as the next guy, but this smacks not only of creepiness but also of desperation to sell books.
I don't necessarily think books are their main target, though possibly they are trying to position themselves to snatch some of the tabletop market share that seems in dispute after WotC's poor management decisions dropped their sales considerably. I would not frankly be surprised if Hasbro cut their losses altogether, at a point that is likely to be sooner rather than later.
I say 'seems' because it's fairly obvious that Pathfinder is the logical successor. But I suppose if someone had an extreme case of optimism and a high opinion of their own product, they might see the current tabletop market state as an opportunity.
On their website they are looking to hire 3D graphic artists, and they refer extensively to online gaming and game mechanics. I am guessing that they want to do something they aren't seeing the other big tabletop companies currently doing, which is to say tie very closely into not just online gaming, but social media and live streaming. I am guessing they are going for a giant tie-in of tabletop + social media + online environment.
This is a marketing angle that absolutely none of the big gaming companies have hit yet, and I think FableStreams is gambling that this may be their chance to make their mark. The genuinely awful thing is that they could be right, because this really is quite a large marketing hole that no one else has even begun to properly exploit.
Consider how Farmville has done on Facebook, and think about that marketing tool as a tailored appeal to the single young male gamer demographic. They are using a crude and horrifically insulting approach, to say the least, but it does have a history in the industry - eg, convention booth bunnies. *sigh*
If this company has anything else done right, they could potentially go a ways. Assuming I'm right on the social media marketing angle, that is. I think I am.