This is a poster in my sons' othodontist office. If the kids do a good job taking care of their teeth, recommending others to the practice or wearing their custom t-shirt to appointments they earn "Spike bucks" that they can trade for things including, now, iTunes gift cards. I think this is a brilliant marketing idea and an indication of how iTunes has become a new "currency" to children.  How many parents out there have "paid" their kids allowance in iTunes gift cards?  (I can't be the only one, can I?)

Now if only I can get them to stop buying the exact same songs as each other so their "money" can stretch a little farther.