It is not new if you apply it to every industry but new to this industry. A main difference in this site opposed to others is that people will be able to pick up something from the rewards store with there rewards points. Unlike any other penny auction we give back 5 percent of each purchase. That is more then credit cards...and there is no limit. What we have done is created something that can clean up all the excess snakes that people would normally sit on when not sold, and giving it back to the community. Best of all we buy them outright. This act will circulate the industry and stimulate growth to people who wouldn't even consider buying a morph. It truly is a win win. The only catch is that we only do top quality and known lineage. So tell me, if you got a morph for 95 percent off and paid 30 dollars to get it you would not be happy? I know I would:-)