The GOBs are auctioning ad space on the Neon over on eBay, with the winner getting their logos, website, etc., posted all over the Caliber predecessor. On April 29th, the Neon will meet a gristly death in the form of a 150' cliff. The results will be recorded and broadcast on the auctioneers' website, while covered by television stations and newspaper reporters. When the sellers were asked why they were engaging in such a stunt, they replied, "...for the fun of it."
[Source: Adjab, eBay]