Notice the caption in the picture of the metro article "A broker looks on in horror as the news that Justin Bieber has a mild cold brings about a global economic collapse (AP)"

The article you really want is the one linked to http://thenextweb.com/uk/2010/12/16/investment-fund-set-to-u...

I'm still pretty skeptical of this concept in general. That the fund doing this is a "family-owned investment boutique" sets off even more flags for me. I think this is just marketing for their asset management business.