Sure, it's a PR campaign, but it's built around proving to you the actual benefits of using the product. Seems pretty clever to me.

You would rather they blanket the city in ads on bus shelters? Or give away $1,000 a day to a random Bing searcher?

It was clever when Pepsi did it to try to let people know that they couldn't tell the difference between pepsi and coke.

Now? Obvious.