Free IPod ..

.. But it IS a good way of gathering names and addresses ..

I guess as it gets more difficult to get people to give over good quality details
you have to raise the stakes to incentivise them. The people they are working for
are companies like AOL where the LTV of an individual is high; monthly subscriptions
and many up/cross sell opportunities.

The problem for the consumer is how to tell the real sites from the scam copycats.