See Sprint's Plug Into Now project (launched about a year ago and created by Goodby, Silverstein & Partners). Get impressed. And then goddamn it, move forward, do things no commerce can think of. Because it does have the feel of some excellent live art that's been around in the recent years. And let's say it feels just a tad late (and shallow, and not moving forward - but it's selling a product, for chrissakes!). Just late enough to feel that artists can still handle the commercial pressure.
Yes, they've been counting on viral marketing.
Yes, they think they might tap into a blog like this one.
Yes, they just did.
Because they're good. Is it a sin for a commercial enterprize to be good?
Well, they have the means. Get it while it's now. They play around with this idea, and they do it well.
I'm glad they do - it's an inspiring project. It makes me want to move beyond this. Now.