To the extent that it is interesting, I think it is in large part precisely because of the simplicity. It's doing the simplest thing that could possibly work (where work is defined as create an interesting image which in some sense is interpretable as the "essence" of the search), and surprisingly, even with such a simple approach it does work in many cases. See the results for Rolex (http://imgessence.com/browse/view/1543). It's very watch-y, even without any processing.

If you try to judge it more as art than tech, it's more interesting I think.