I laughed at the idea that a "Like" is equated to connecting with brands; only FB can really think that. It's cheap, shallow, and an extremely poor signal. I bet your every startup here can tell you they have walked into hundreds of sales offices; the buyer loved their product and how it could do this and this and that; but you didn't ask t hem if they would BUY it and they won't when you come back after building it. Not that the same would follow in the case of Braff's endeavor.

Financial risk!? I bet the risk is higher you incur a medical bill just thinking about how up in arms folks are about fans being able to donate direct to Braff -- the artist -- AND probably being delivered half a dozen goodies.

What financial risk, exactly? There's no upside to this transaction . It's almost a straight donation save for the perks.