Valentines Day Virtual Flowers

1) On Facebook, people throw sheep at each other and give virtural gifts (some of which cost $1).
2) Even if no one ever buys the $3 bouquets, the site will provide a great branding tool and advertising medium for the core business.
3) This site could start a viral effect that could be leveraged in the core business.

Here are some reasons why this idea could easily fail:

1) The company and its CEO.
2) Competition. Anybody can throw up a site where people can send virtual flowers to each other. If you remember, Facebook $1 gifts got unpopular in a hurry once people started writing applications where people could send each other coffee, sheep and other ridiculous junk.

Maybe I am just old. Even if it works, it still sounds silly to me. Am I wrong?