Here’s a business based around the idea that people would prefer a CERTAIN button to an EASY button. Seth Godin makes the comment regarding the Staples Easy Button promo.

If you offer a promotion, rebate, coupon or something where you don’t know for sure how many people will respond (and hence) don’t know what it will cost you. This company will asses the risk and “certaintize” it for you. They’ll give you a fixed cost and pay all the prizes, rebates etc over an agreed upon amount.

Folks must love the certainty – according to this post on Andrew Tobias’ website they’ve been in business for 20 years and doing well.