As crazy as GP is, I truly believe they are marketing geniuses. If I was back in college I would love to write a thesis on them and all of their marketing tactics.
After working with them on the Pink Bunny promotion, I can definately say that they are unlike any other company out there. I do think that at some point they will need to come up with a new shennanigan though. There has to be some sort of lifespan on the success of purchasing crazy items on Ebay.