Reducing a design, taking things out, refining, is a hard and tricky process. The natural inclination is usually to add more, do more, make it fancier. So, from that perspective it is admirable that he worked through so many design iterations.
However, what I personally think he missed here is that playing cards are not and should not be just "designey artwork." They are a functional object, with a rich and long history and a usable purpose. By dismantling the design to this degree, you remove the purpose of the object and I think that creating a pointless product is rather silly. Clearly I'm not hipster enough.
Many people look at projects like this one and try to equate it to Apple products, where things are taken out and focus is tightened, but what they aren't realizing is that the Apple approach to simplification is to make a product that works BETTER for the normal person, not less usable and worse.
Good for him, glad it's a success, but I personally feel it's a pretty poor deck of cards.