So here's a great business idea. The guy who did this has probably retired by now to his villa in Southern France :).

1. Create a really good joke related to the seasons or festivals. This is the hard part. It has to be a joke that'll get forwarded and published every year or maybe even several times a year. If you can't create such a joke, pick up a newly created one of this sort which is likely to enjoy circulation for a while. Our entrepreneur either created or used this popular list called 'Rules for Halloween'.

2. Insert a reference into this that people don't understand. Treat the reference as something everyone ought to know. In the above case you'll see that rule no. 15 refers to some obscure town called 'Nilbog'. Then it rubs the point in by saying "You're in trouble if you know this one". The funny thing is, I've never met anyone who knows of that reference. Equally funny is that this particular line has been in every iteration of this joke I've seen, since I got an email id, about 10 years ago.

3. Create a web page that has as the title, the obscure term you've inserted into the popular joke or story. Make sure you put up a google ad or something similar on that page. In this case we've got a page like this, which *always* shows up as the first item on any Google search. If you try to access this site today , you'll have trouble because there are apparently way too many people googling for Nilbog, getting this page, and trying to find out this apparently well known thing.

4. Retire on the proceeds of the advertising.

5. Invite me to your villa when you get the chance :).