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New Advertising Method

I am trying to make some sense of www.headforthetop.com, a new method of web advertising. It seems an advertiser purchases a block of ad space (game piece) then chooses rock, paper or scissors and their choice is affixed to the corner of their game piece. This piece is then released onto the game board or advertising spot and into the game of rock, paper, scissors. Interesting concept but I am not sure if having your ad spot beat it's way to the top of the board means you will get any more exposure or what the gimmick is there.