I give up. The back story on this is that Kevin Rose, cofounder of Digg, had been ill (with what I don't know) and that a group of his friends got ahold of Isaiah Mustafa, the Old Spice Guy to make approximately the Coolest Get Well Video Evah. Nobody ever does that for me; but then I'm not a multi-millionaire surrounded by other wealthy people.
But on reading this page, and this, it is rather a very clever viral marketing strategy.
Whatever. It's funny and well done.