A memo from the "too good to be true" files?

Alert reader Joyce sent me a website from iTalkies offering free DVD rentals. Forever. Does anyone know anything about this or how it might work? Here's the CEO's blog post about the idea. The comments on the blog are pretty funny and sum up my own sense: how on earth is this sustainable? And why does it sound so dodgy? I am very much in favor of more legitimate avenues for accessing Indian