I think they are using this GETFUGU technology for immediate buys by cellphone at the various sporting events when spectators see the banners or maybe some of the product is sold out at the Spongtech booth.
I feel this will eliminate some of the spectators seeing the banners and writing down the web address and ordering later through the website at home. Some may forget, lose the address or not be interested anymore. Immediate sale with the use of the mobile phone...
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