It's a new book "with volume one covering the very latest releases in Japanese Transformers, including 25th Anniversary items like Disney Label, Masterpiece Grimlock and Alternity, in addition to a complete listing for all of Transformers Henkei."
I've seen that there are special toy deals with each volume, the first one has a mail-away for an Electro Disruptor Classics Mirage. Here's the toy, but I can't find the text that details the deal: www.millionhero.jp/tfg2009/g01.html
The toy is only available domestically to Japanese residents, like previous Million Publishing releases. The only way to get it here is order it at a marked up price from an online store. Alternatively, you could try and find someone in Japan who could order it and have it shipped to their address and then to you.
They know how to sell this book to me, that much is for sure. The preview page they put up looks like it has lots and lots of lovely concept art on it. It is like they are aiming the marketing squarely at me.
Is it wrong that I have just realised that I haven't even bothered to look at the picture of the limited edition toy yet?