Rule #125.3: Advertisers are more motivated for consumers, than consumers are motivated to pay for content

Game publisher Wild Tangent has a wild idea. Rather than buy a game outright, people can pay for a single instance of play, with a sort of online-token. It's essentially micro-payments for games, pay as you go. But the cool thing about this is that companies can sign on to sponsor the tokens. Coke, evindently, has already done so.