2.o, the age of transparency? As long as you can convince people they need something you have, complete transparency will never truly happen. What’s my price for saying I like a product to my friends?
This particular promotion is pretty benign, of course, but it underscores how marketing is, in the end, always fundamentally the same. Granted, if I hate this company I am not likely to be interested in their $20, but the question is whether they can get me to advertise for them by offering me something they would likely have offered me anyway. It does have value, which lets them get something for it. Brilliant actually, but not particularly 2.0.