Goes viral, gets loads of attention, decent potential to throw some ads on and at least make something (though not $1m). If it catches Ashton's interest enough that he tweets about it, you have a message going out to millions of people. Pretty inventive and yet another "wish I'd thought of that!"
Doesn't seem to be drawn to scale. For instance, @LevelTen_Colin's square (bottom left) is the same size as @snookca's square (bottom center), despite Colin having 7k followers compared to Snook's 15k.
Sorry - it was my first submission, I knew I couldn't post a link and body text together and didn't think to submit a comment straight after (not sure of protocol on that).