Update: By the end of the campaign, Cards Against Humanity raised a total of $100,573 for the utterly pointless hole. "Hole got dug," they tweeted, so perhaps the whole hole thing is now finished.

This is probably the best marketing gimmick since the Pet Rock. And before we begin--you can do what you want, but I am definitely not endorsing or encouraging you to buy Cards Against Humanity as a result of this.

It has the No. 2-rated toy category product on Amazon, and a tradition of offering ridiculous promotions each year on Black Friday. Now, Cards Against Humanity has something else--a giant hole in the ground.

Starting the day after Thanksgiving, the company announced it was raising money to literally dig a big, pointless hole in the ground. A Holiday Hole, in fact.

Here's a real-time video of the hole being dug. Watching it is relaxing and oddly therapeutic:

Why? No reason. They just decided to do it. And as of this writing, it had raised more than $81,000. (Update: $86,000).

Sure, there are a lot of things the company could do with $81,000 besides dig a big, pointless hole. They could give the money away to their employees, for example. Only, they did that last year, when they asked people just to send them $5 for nothing in return.

(A few people actually bought nothing more than once. One guy paid $100 for 20 nothings. 'Murica.)

They could feed eight needy families of four for a year. They could give it all to charity. However, they anticipated this argument in the FAQ on their website:

"Why aren't YOU giving all this money to charity? It's your money."

Good point.

This is Cards Against Humanity's holiday tradition. Two years ago, they sold boxes of bull crap (yes, real bull crap) for $6. Of course, they sold out. A year before that, they sold Cards Against Humanity--only they raised the price $5 for the day. Sales actually increased.

This year, a few people have donated more than $1,000 to building the hole. Actually, Tactical Gear donated $1,001, and then Blue Driver donated $1,002, and then some guy named One Dollar Bob bid $1,003. Bragging rights, I guess, plus SEO.

There's a backlash of course. But here's how Cards Against Humanity wants you to feel about the whole thing:

You're supposed to think it's funny. You might not get it for a while, but some time next year you'll chuckle quietly to yourself and remember all this business about the hole.

Call it performance art, or a big joke. I'm not sure if the hole is the punch line this year or we are, though. Regardless, it is kind of funny. If the company is taking suggestions, maybe next year they could just raise money and give it to me. That would be pretty funny.