Stickin' it to the man
I've always enjoyed the sexiness of "the people" finding ways to F with the man. We've seen it in different ways such as the rave at Wal Mart or fun with Culture Jamming. Now we can see another new way to screw with the uniformity of the box store culture.
We the people often seem powerless compared to these multi-national corporations who have bought our government but we aren't. It is our creativity and ability to quickly adapt that allows us to constantly outwit these dinosaurs. We can find ways to "legally" screw with them and hopefully get away with it.