Exclusivity & scarcity yield media buzz,PR and demand. What google did with the initial Gmail invites - the concept is the same, but gotta say - this is so much

Exclusivity & scarcity yield media buzz,PR and demand. What google did with the initial Gmail invites - the concept is the same, but gotta say - this is so much better than simply running a media campaign. I mean, the 10 folks who got invited to the exclusive cruise - they'd so emphatically describe their experience to their friends / family (just like this blog post).