Read about this on TNW yester (http://thenextweb.com/shareables...) Creator said: "People spend a lot of money on nonsense just to impress the people around them. Turns out I’m good at cranking out nonsense so I figured I’d get in on that action. When you think about it, ultimately what people really care about is status. The rest is unnecessary cruft. That’s how I came up with the idea of a leaderboard. The amount you pay is your score. It couldn’t be simpler than that and it seems to be working!" Fair play to them, an interesting experiment.