Here's how I understand the process: When you visit the website, it triggers a Google search of some kind. The results are scrubbed and formatted and output as pure ASCII text, complete with a timestamp of your visit.
You can then order a print of your unique ASCII composition, the price of which varies by output medium and volume. For example, a single print on A4 paper costs 4 euros. And a 200x250cm custom-woven wool carpet is 1,999 euros.
Souds pretty straightforward to me.
