[MeanWestTexan]

They are not paying for the man's forehead.

They are paying a stupid sum of money to be in the news.

And thus discussed by Leno, Letterman, and us. Which what they really pay for.

[AntiGuv]

Yup, it's surely the novelty premium that's valued so highly. If others try the same trick now, they will get far less. Here's his auction page, fwiw, the whole 'media blitz' aspect was included, along with a website.

This is actually probably a good investment for a company like SnoreStop..