Because it was a new and interesting idea with lots of chutzpah.

Million dollar homepage is the kind of idea that can only work once. Its draw was that it was novel - anyone who tries to copy it is no longer new, and so people don't care. Same goes for Leah Culver's etched laptop: she got sponsors because she got publicity, and she got publicity because what she was doing was new and interesting.

Yes, I agree. I meant that with a touch of sarcasm. This idea reminded me a little of that. I offer no opinion on any possible success.