Wow, this thread really blew up. I check in on message boards only infrequently, so I apologize for missing out on the initial discussion. I initially had the thought because I've noticed that a lot of groups of authors/fans will organize a "book bomb" (this, basically) the day a new release is out. It's done mostly for newer authors as a means of increasing exposure to a wider audience. Not sure how effective it is, but it's fun to watch other writers I know wax ecstatic when their book hits some new ranking milestone. Scott obviously has a very solid fan-base already, so it's not quite the same thing. Still, more exposure never hurts! Also, cribbing from an earlier comment:
"This is neat. Now I'm doubly excited for TUC's release. Organizing things is fun."
Yep, if nothing else this is fun and adds some savor to the wait.