Shoppable Social?

brandon shared a link said
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https://plus.google.com/events/corl8e0blkrudstt8hfte6u4g6k

NASCAR and Google are debuting a new 'experiential' social experiment (for lack of a better term) wherein the Google Hangout is supplemented with the ability to BUY STUFF, both exclusive and from the NASCAR merchandise store.

Unique effort of innovation or, you know, BUY STUFF?