How to make a million dollars

[Tom]

See http://en.wikipedia.org/wiki/The_Million_Dollar_Homepage and
http://www.milliondollarhomepage.com/
As the founder says 'it only works once' but the principle of using a publicity stunt to found a business ALWAYS WORKS

[James]

And such a simple idea.

I liken it to the recent "best job in the world" competition. See: http://news.bbc.co.uk/1/hi/magazine/8037728.stm

Like you say, they only work once.