Ask advertising in London Metro

Interesting advert in the free London morning newspaper the Metro today; 10 very reasonable reasons to challenge Ask.com. We're then given a list of some sensible reasons such as better algorithms, preview sites and related search, and then a bunch of silly ones, all basically encouraging us to 'Challenge Ask' with the possibility of winning prizes. It's an interesting approach - I'm not sure if it's been done today because of ONLINE in London or if it's just a co-incidence. Anyway, if you visit www.challengeask.com Before Dec 10th you might be in line for some instant prizes.