Still, given the long-established history of that designation, it seems odd to repurpose it like that.
It does make a lot of sense, to be honest. If this is to be an "Ultimate" take on the DCU, then having it titled "Earth One
" suggests to new readers that this is where it begins (Kinda like how the Ultimate titles original name was going to be "Ground Zero"). Also, as others have pointed out, since the mainstream DCU is called "New Earth", using the "Earth One" designation was open and free to use. Besides, since the apparent goal is to bring in new readers, chances are those readers wouldn't be aware of the difference between the "Earths", let alone the whole DC multiverse concept. Those that do know it, would also know how this is different, yet a nod to it.
With the link down I was wondering if somebody could tell us what this is all about?
Is this as somebody said above just Ultimate Superman and Ultimate Batman?
Basically, yes. However, instead of a monthly issue format, it'll be in a longer, graphic novel format with a goal of releasing ~2 a year.