Americans Elect – A viable third party?

It's unusual to see Thomas Friedman to throw his weight this thoroughly behind an outside organization:

"The goal of Americans Elect is to take a presidential nominating process now monopolized by the Republican and Democratic parties, which are beholden to their special interests, and blow it wide open -- guaranteeing that a credible third choice, nominated independently, will not only be on the ballot in every state but be able to take part in every presidential debate and challenge both parties from the middle with the best ideas on how deal with the debt, education and jobs." (from The New York TImes)

I am not sure this is for real, but it sure sounds interesting. I am signing up.