Online Public Relations Thoughts

I'm indebted to my colleague, Mike Cargill, for this link, which is one of the hippest viral marketing ideas I've seen in recent days. It also is a great PR idea. The giftmixer allows you to match personalities to books with the help of a computer voice that specializes in a bit of insult humor along the way. Think about it. The idea could be used for any number of things including courses in school, career choices, entertainment options, places to visit, etc.

I'd like to know who developed the concept.