While in Spain I bought a book on Ferran Adria Cooking at Home.
I first saw Cooking at home with Ferran Adria and Caprabo on the bookshelves at Cata 1.81. I was rather confused at first because I thought it had a really 70s or 80s look to it - kind of washed out colours on the cover, Ferran looking morose wearing some kind of tweedy jacket and carrying a couple of supermarket plastic bags on the cover. It had the general look of those 'gourmet cooking with your moulinex' type of books my mum used to have when I was little. By the way, this isn't a criticism, I thought it looked cool.
Caprabo is a Catalan supermarket chain which, while not exactly (insert your own Wallmart-style reference here) is not exactly (insert your own Fortnum and Mason-style high-end grocers reference here). So I guess it's part of his bringing creative cooking to the masses. The idea, I think, is that you can use basic, easily available (ie at Caprabo) ingredients and, using relatively inventive and perhaps elaborate preparation and presentation techniques, produce something fancy and impressive out of them. Something which it seems is also done at El Bulli - ie though the ingredients are always the best of their kind they're not always necessarily expensive and/or rare and exclusive. It's what's done with them that's special. However, some of the 'recipes' are a bit 'duh'. Like take a bog standard take away pizza and jazz it up with fresh mozarella, basil, cherry toms and drizzles of olive oil. Sounds like the sort of thing you find in cooking for blokes who've had everything done for them all their lives by mothers/girlfriends and who've just been dumped and are trying to pull!
I also seem to remember reading a quote from Adria which basically implied he's not too terribly interested in these commercial ventures, especially things like the cookbook above, and they're basically fundraisers for the activities in El Bulli and the Taller. This was in reference to a question about whether there'd be another book/video along the lines of Adria's Easy Cooking videos and the cooking in 10 minutes book he did for El Corte Ingles.
For Pim's take on Cooking at Home with Ferran Adria go to http://tinyurl.com/9sjq4