Doesn't it depend upon the strain of yeast? Some, like Cal ale will finish in a week.
you really only need about 1-2 days near 32 to drop most yeast strains out. so 12 days fermenting and 2 days cold crashing then to bottles.
That would seem like a much better schedule. I can see what they are trying to accomplish but it might turn some off to home brewing if the batches don't come out tasting their best.
Reminds me of the old Seinfeld episode where Kramer is going into business with Poppy to open a make your own pizza pie restaurant.