What is the Business model? It is so irrational.. Do they expect some 500 million people to participate to workout the economies of scale?? They are blowing up money on CNBC.. Their most recent ad is the funniest ever. Kapil Dev looks like a joker saying things like "yeh dimag ka khel hai". He should have said," yeh kismat ka khel hai". Yahaan Sab ooparwale ki marzi chalti hai..