Dean Wesley Smith's Creative Self-Publishing Experiment: Book Cards

Dean Wesley Smith has a neat concept for those doing self-published ebooks--a book card.  This book card includes a cover, back cover blurb, snippet, and a gift-card like piece inside (which includes a download code).  He mentioned the idea earlier on his blog, but I think this is the first time he actually did it, and he posted results too.  I find the whole concept innovative and well worth watching to see how it develops, because I really think creativity like this is going to be important to success of self-published ebooks, and maybe even ebooks in general.