Selling Sticker Space: The Next Fashion Craze?

(Thanks to Elizabeth Barrette for sharing.) In Japan, advertisers are paying young women to walk around wearing short skirts, long socks, and advertising logos stuck to their legs:

http://www.freakonomics.com/2013/07/30/selling-thigh-space/

To maximize Internet ad coverage, the women must be established users of social web sites with at least twenty registered e-friends; to collect payment for advertising, they have to post photos of themselves showing their stickers in different places.