The future of music? The 17!

Driving home last night I listened to Radio 2's Mark Radcliffe and Stuart Marconie show.
The guest last night was Bill Drummond who you may know as the driving force behind the KLF. Bill had a brainstorm one day and decided that all music was now just repetition and he threw out all his recorded songs and decided to find something on a much higher plain.

His idea was The 17. Simple idea. Take 17 people, no musical talent needed, and get them to make a noise. Any noise is fine, record it and play it back. Once you've played it once destroy it. That way the music lives only in your mind and the only way to hear it again is the re-create it again. And because it was only performed once and no recordings exists no two performances will ever be the same.

I'm not sure if this is genius or just a gimmick. What do you think?