I know we all have the same general brain regions, and in most of us they function approximately the same. But to go down to the neuronal-level will any single brain be able to give a map that would be useful to the population as a whole? Or are they planning on making some type of composite map from multiple sources?
Here is an example of common software package to do such normalization and analysis: http://www.fil.ion.ucl.ac.uk/spm/
You highlighted a critically important question in the field. We do all have the same brain structures, and neurons within those structures have similar shape and function, but the exact wiring of the circuits will not be the same for two individuals. Understanding how the structure of circuits leads to behavior, memory, cognition, etc. are the high level goals that the whole field is striving for.
This project seeks to answer quite a bit more than just mapping areas in the brain. I think the name is more of a way to connote that the project seeks to be comprehensive.
At a certain resolution the structure of the brain is certainly close to normative, as demonstrated by decades of dissection studies. But when you get down to the axon level, there is a huge variability in connectivity. The open question is: at what level of connectivity (and, importantly, temporal synchronicity) does cognition emerge (or otherwise, depending on your philosophical school).