The SF Chronicle is reporting on this:
http://sfgate.com/cgi-bin/article.cgi?f=/c/a/2004/03/13/MNG905K1BC1.DTL
There has been talk of this in the recent past here and on other blogs. Is this the start of something bigger? (And I'm sorry if I pasted rather than HTML'd this--I'm not clear on the instructions for creating a link!)