The idea is to focus more on the science and less on where it is published, in assessing the quality of the work. Everyone agrees that judging researchers by the journal (impact factor) where they publish is terrible. But this specific proposal by Michael Eisen to strip journal titles from the scientists' publication lists has been controversial.

Good discussions on Twitter: https://twitter.com/LynnSosnoskie/status/674686544955891713 and https://twitter.com/lteytelman/status/674681954223067136