I think you'll find Action Man and Jayse essentially have the truth of the matter between them.
It's a contract brew, sold using a minimalist but extremely effective marketing stragegy.
Virtually anyone on this site (after completing the required paperwork, and of course having enough up-front cash) could contact a micro, order a contract brew to your own specifications, give it a unique catchy name, and sell it on the net.
I'm not saying there is something wrong with this, but essentially that's all there is to it.
Others do it. I am led to believe in SA alone, Oakbank beer is made interstate under contract, so is a McLaren Vale beer (Boars Rock from memory).
Its quite common. Just like wineries, you don't need a full scale brewery to run your own label.
So long as your marketing allows you to make profit after contracting the product, regardless of its quality....