This might sound made up, but it's real. I know the person who started it. And i like the basic idea: it's the first of a series of social experiments in gift giving, intended to figure out how to direct the power of Internet mobs and fads (like the million-pixel advertising page) toward social good. Think of it as an experiment, think of it as a donation, think of it as a survey.
Head over there and make a wish. Then spread the word and see how big this idea can grow.