Yeah, I saw it also. PCGA's website:
http://www.precisioncoingrading.com/ . One item of note: the owner, Les Fox has very good numismatic credentials. I do not know if he sells any of the coins he regrades, but I think it unlikely although I need to confirm this. His domain registration seems aboveboard and lists his publishing company as owner with him as technical advisor.
In another forum (found by a Google), Les Fox very credibly explains his position, that this is not a "get rich quick" scheme, he does not remove the coins from their original PCGS, ANACS, and NGC holders, and that it is merely his attempt at more accurate grading. I think he truly believes his is providing a unique, useful, and heretofore unfultilled niche service.
Also, Precision Coin Grading and Analysis is not to be confused with another PCGA, Premier Coin Grading and Authentication, a wannabe boiler room grading company of which I can find little information.
All this said, I can see in some instances the utility of grading certain Mint State coins with intermediate decimal grades. These coins would be, in my estimation low population, high value where the range within a single grade (e.g., MS-65.1 to MS-65.9) would be critical to the value. Such coins might include (but not be limited to) 1804 Bust Dollars, various St. Gaudens Double Eagles, certain Morgans (e.g., 1889-CC, 1895(P)), and 1856
Flying Eagle cents. I do not see the utility of such grading for relatively common coins where the distinction between "high" or "low" grade MS-65 makes much, if any difference.
Fred