Every so often another ultra-expensive, mega-rare toy is announced, like Sony's Aibo robot dog or the Pleo the robo-dinosaur. These fad-toys have brief, but explosive lives – gaining momentum and mass with PR hurricanes, only to disappear off the radar when the lucky few that were able to get them, very quickly forget about them. This leaves the unlucky and unconnected Aibo-less multitude just stewing in frustration! Argh!

Then David Pogue of the New York Times came up with the funny idea of creating a website where users would sign up to temporarily own a rare-toy, after which the next person on the list would buy the toy from you, and so on, and so on.

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