A sucker for subliminal CTA advertising

If you've ridden on the CTA recently (bus or el), or even seen a bus driving down the street, you've almost certainly seen advertising for a new website - Windorphins.com. I first saw these ads about 2 months ago, but they may have been around longer. I was suckered into visiting this website after seeing colorful cartoony ads saying a variety of things like: "If you like molecular biology and winning things, you'll love Windorphins." In my opinion as an avid internet user, this website has a suck factor of at least 12. What are "Windorphins"? It's a website set up by eBay. You can either search for things you like (which brings you into eBay to view items up for auction), or create your own "Windorphin" character. With all of the money eBay spent on advertising, I have to wonder if it's worth it. Maybe Chicago is an area eBay is specifically targeting, I don't know. Thousands of people use eBay everyday, but I can't imagine eBay needs to launch a new website with the sole purpose of promoting its existing site. In any case, this website stinks. And I'm a sucker for subliminal advertising on the CTA.