Peter Lik is a "Fine Art" photographer, which means that he makes expensive large format decor. I am informed that the work is really stunning, up close and personal.
It's fine decor, there's nothing wrong with it. LuLa is arguably the strongest proponent of this sort of thing on the internet, and, hey, here we are.
But he's not a serious artist at all. His work is purely decor, and you can tell by looking at it. Not every piece, but most of them, have two dominant colors, or narrow palettes. These are photographs that are designed to go in to rooms that are designed by designers. This are pieces meant to go with the couch.
Is this a scam designed to break Lik into the ranks of the Artists? Is it a scam simply designed to increase the value of all his work on the secondary market? Is it a fully legit transaction? I have no idea. It's certainly not going to make Lik a Serious Artist, though, since the man simply has nothing to say. It almost certainly will increase the value of his work on the secondary market (right now it looks a great deal like his work's value drops quite a lot the moment you take delivery).