I was chatting with my friend Matt Steckler, a guy who at least once a year pulls off some zany scheme.

For awhile, he was broadcasting fan commentary via cellphones from Seattle Supersonics games. As it picked up listenership, he was served with a Cease and Desist from the NBA.

His latest adventure is an experiment with brutally honest personals. Apparently, he was a regular on the internet dating circuit, and his actual honest profile caused such a commotion in the personals community, that he was able to start this personals/hotornot hybrid.

Esquire Magazine coverage has helped propel the idea further into the public eye. It has been mentioned in quite a few blogs and news sites, which help generate a nice chunk of traffic.