There's a few neat tricks over at youtube, for example shortcut scrubbing where your keypad numbers will shortcut to specific areas of a video - press 1 = 10% 2 = 20% and so on. Razorfish put their thinking cap on and wrote a script for Lynx around this little trick. Watch the film below, if you press 5, 7, 3, 8 the reporter will reveal ‘The Lynx Effect’, which I'm sure you've already figured out by now. It might amuse the type of people who will press 3 repeatedly while giggling, but I'm not one of them. Then again, I also don't buy Lynx / Axe, so I guess it doesn't matter that I think this is predictable and unfunny.