Is "Re-intermediation" a Word?

Is “Re-intermediation” a Word?

Because that’s exactly what it seems like Penguin is trying to do with “Book Country”:

In its initial phase Book Country will allow writers to post their own work — whether it’s an opening chapter or a full manuscript — and receive critiques from other users, who can comment on points like character development, pacing and dialogue. Later this summer the site will generate revenue by allowing users to self-publish their books for a fee by ordering printed copies. (The books will bear the stamp of Book Country, not Penguin, and the site is considered a separate operation from Penguin.)

P.S. Hey, New York Times: if I triple-click a paragraph, it’s because I want to highlight the whole paragraph. It’s not because I want you to define “will” for me.