This is mostly an excuse to use the camera on my iPhone (usually the Hipstamatic app) more so than usual. However it is also a way to get into telling stories only with photos. The photos are not accompanied by a written story or descriptions of any sort. It is mostly up to the viewer to create a story behind the arrangement of the photos that can be real or fantasy.
There is an increasing desire (possibly obsession) for high quality cameras that produce ever increasing high quality pictures. This is an attempt to go against that trend. Often, the best cameras are the ones you already have with you.