This is a great idea if you're a designer and know what you're doing. I shudder at the thought of how appalling my personal website would look - think geocities at its worst! - if I tried this.
Conventions may be boring, but they allow us design duffers to focus on the content itself.
to be fair, if you aren't good at design then your "same design on every page" design probably isn't very good either.
I really like the way they are presenting information -- there really is a problem on the web of nav-on-the-top-and-left, ads-on-the-right, boring presentation and it's good to see someone trying other things. Having said that, I don't think they got it quite right wrt the scrolling/page-down flow. I'd like to see something like this that was a bit more screen orientated. Their example is more like something I like to see on a tall poster and doesn't fit screen browsing quite right. I don't know what the answer looks like though.
Conventions may be boring, but they allow us design duffers to focus on the content itself.