beaker

I think that this form is compelling and would inspire people to give it a try. The real "genius" is not in the form but in the courage of the team to make it and give it a give it a try in the market place. Not to mention the buyer that did the same. I would be willing to bet that this was run through the typical focus group validation process which seems too be useful in many ways but can also underestimate the risks consumers are willing to take.