Could be an amazing traffic traffic driver if it takes off. The only downside I see is that it's untargeted traffic but the traffic volume potential is massive.
The Golden Jigsaw™ - Win $1,000,000 - The Hunt Begins July 20th 2007
What is perhaps genius is the idea itself and the execution.
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I have to admit I wish I'd have thought of it.
There will be the negative detractors I know but I have to take my hat off to these folks, it's a very clever idea.