If that is their business model I don't think it's daft, I think it is colossally, mind bogglingly stupid! It also seems to have been accompanied by some very serious investment. Putting the one together with the other made me ask the question.
Aside from Channel 4 buying Bake Off for 25 million without first tying up the talent, you don't often get spectacularly bad and massively funded in private projects.
I guess this is either a case of mistaken identity. (it isn't a brothel and actually is a tea room), or it is, as you suggest, high comedy.
In any event, I just want to make it clear that I wasn't asking because I was considering a visit.