Partially because I got both of my degrees in creative writing. But, also, the fact that it's so bald faced about the fact it's a scheme to coerce use of your creative talents to make money is particularly grating. Plots are almost always secondary to the mechanics of writing, like character development, prose proficiency, and narrative management (as in knowing where and when to build to the climax and how to effective resolve it with the denouement). You're doing 99% of the work, and they're earning 90% of the profits. Not that real publishers a much fairer when it comes to profit sharing based on their contribution, though.