So far, I haven't explored the other sources, such as that linked by Chris, but from the limited BBC article, the impression I got was that the intention was in effect to grab a "snapshot" of the brain at a particular point in time, not with the aim of re-creating consciousness, but more to do with gaining access to stored memories.
Even that latter aim I would question. There may be some correlations between brain and memory, but that doesn't necessarily imply that's where the memories are stored - it could be more of a key or link to provide access to something like 'the cloud'. Certainly memories such as those experienced during a life-review in an NDE involve a much richer memory, including the ability to view and experience events from multiple perspectives including that of some other person who was part of an event being recalled. It would seem absurd to claim that our brain stores not only our own memories, but also those of everyone else with whom we interact. The implication is that the brain is not the last word on the topic of memory, but merely a link leading to - what, I don't know.
Now I've read a little more, it seems to have more in common with the procedures of the ancient Egyptians in carefully preserving the body of the pharoah for the afterlife. The underlying beliefs outwardly are very different, but perhaps the motivation is identical.