Via The Bivings Report, I learned about how an American college put up an entire years worth of tuition, etc. for bid on e-bay. While it will certainly gain a great deal of attention for the college, it is nothing more than a marketing stunt. I applaud them for coming up with something clever, but it is a formula that can't be repeated. This makes me wonder how many of the new media techniques being used by businesses are actually having a lasting impact, and how many of them are just fads and stunts that we have yet to grow bored of.