if this isn't the work of a viral marketing company, they certainly have the possibility of a new line of work ahead of them after this. I can't remember seeing a viral marketing campaign as effective as this in a long time.
edit: this comment is apparently oddly controversial for a startup-oriented forum. Perhaps someone could explain why? They have really struck marketing gold in a way most small companies would envy.
edit: this comment is apparently oddly controversial for a startup-oriented forum. Perhaps someone could explain why? They have really struck marketing gold in a way most small companies would envy.