Mac Heist-

MacHeist is a website that resells Mac OS X shareware.
The site has become known for its marketing tactics.
These tactics include challenges (or "heists") that entitle
successful customers to free software licenses and/or discounts,
as well as the concept of selling software in a bundle
that increases in size as more customers purchase the bundle.
The site was founded by John Casasanta, Phillip Ryu,
and Scott Meinzer.

-Wikipedia