Samuel L Jackson will be portraying Rev Martin Luther King very soon and I'm sure he'll do a great job. He's a consummate professional and a world class actor. Unfortunately for most of us he will always be the "Bad Mother" he has portrayed in movie after movie.
It is an homage to that stereotypical Jackson, that the brains behind SAMUEL L. IPSUM
are shooting for (pun intended)
As far as I can tell you tell the web site how much dummy text you need to fill your text hole (on a roll!) and the site generates a Pulp fiction style dialog for your enjoyment.
As the art director and designer for magazines and print ads, I can attest to how ineffective the standard "Ipsom lorum, etc" dummy text can be. Usually we're the only ones to see the dummy text in layout form.
So I love the plan to fill the space with dialog we might not have the guts to delete, if you know what I mean.