What's he up to?

Seth Godin wants us to find him a new Chief Engineer, and he's offering a reward.

I obviously haven't been paying attention, this is the first time I've noticed this bounty hunter style recruitment. A quick look at Yorz turned up a couple of hundred more examples. It seems like a good idea in theory, quality referrals are valuable, so you encourage and reward the referrer. But can the system hold up, and is there a risk that it will ultimately cheapen the referrals process?

Of yet more interest in Seth's post:-

This job is for my new project, which I hope we'll be ready to talk about in four weeks or so.
...
This is the biggest thing I've ever worked on, and it's working.

Given the buzz that Seth already has, and his seemingly effortless understanding of marketing, this could be worth watching.