In a nutshell: IDW are going "What If..?" on some of their licences.
Includes; Ghostbusters: “In a world… where the Ghostbusters NEVER crossed streams!” G.I. JOE: “In a world… where COBRA turns the table on G.I. JOE.” Teenage Mutant Ninja Turtles: “In a world… where Shredder leads the Turtles.” Transformers: “In a world… where Optimus Prime never died!” The X-Files: “In a world… where young Fox Mulder was abducted by aliens!”
IDW could have pulled a hilarious April fool joke last year by announcing the introduction of The Beast to Combiner Wars. The fan boards would have melted!
TF:Deviations wasn't bad, I just found it disappointing. The story isn't given the space to explore how Prime's survival affects the characters and story as a whole. The only real insight we gain is that Hot Rod's transition from hot-head to hero requires him to make a mistake and attempt to make up for this. We see glimpses of an angry Prime seeking to end the Decepticon menace which may have resulted in the slaughter of the Quintessons & Decepticons, as well as a heavily-damaged Cybertron as a result of Unicron's decision to bypass the moons. However, these aren't explored in the comic and the outcome - Unicron's destruction - remains the same.
I've just been listening to a 90 minute interview with the writer that Transmissions did, just because it was in their numbered sequence of podcast releases and it came up on my ipod, and that was pretty much exactly the same. Veeery full of himself.
Previous TF form he claims is only writing the Dreamwave Armada FCBD issue, but is clearly a fan as he knows far more than just research would give you.