The significance of the news was underscored by SharedBook CEO Caroline Vanderlip in an email:
What is particularly exciting for us is that it is the first front list title to be given the personalization options by SharedBook.
In addition to offering customers a unique product, the combination of custom book publishing with a brand like Star Wars is a great PR move, at least by my admittedly crude-but-effective metric, the Google News Search index. A search on Google News late today, the day after the announcement, for "SharedBook LucasBooks", yields an impressive 101 hits.
Here's an example: "Get a Personalized Star Wars Novel".