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Anyone know how they drove so much traffic toward their bundle? Did they have partners that took a revenue share?

It's an interesting idea and a good deal with a charity angle; it got coverage on blogs and forums, and spread around like links do.

Penny Arcade talked about it several times since one of the charities was Child's Play. That targeted traffic is worth it's weight in gold.

They definitely benefited from being nice "integrated" people and playing the internet well (with the videos or even the picture if you donated <1$).