I just noticed it today and set up a (trial) tourney at my CC. My club is new and has only 19 members that do not seem too interested in previous CC tourneys. I like the idea of set of the week, played a 9 hole round with those clubs and did surprisingly well.
Many years ago at Tiger Woods I had set up a club that played only with starter clubs, so that the playing field would be level. It went over very well, but of course it was on the honor system.
I hope this innovation takes off.