The Professor is talking up that Rowling pseudonymously written book, of which I don't quite understand the purpose. The adoption of new nom de plumes is, I understand, now common practice for mid-list authors who have found themselves frozen out by underwhelming sale numbers. Or, I should say, it *was* common practice back in the immediate aftermath of the collapse of the midlist. (I really should read through the whole of that Rusch writing-business series when I have a moment.)
Anyways, it makes sense to take a pen name when you're struggling or have been given the editorial kiss of death, but why would a massively successful best-selling author cut her own knees out from under herself like that? Ego, I guess?