From NewYorkish, the "questionable business concept of the day" -- an online Secret Santa social network called Elfster. Using the tagline "Because it's too big a sack for one man to carry," Elfster is promising to revolutionize the Secret Santa game forever. Obviously, somebody's been spikin' the eggnog a bit early this year.

UPDATE: The creator of Elfster recently contacted me -- turns out that it's not a real business after all. Check out the privacy statement of the Web site, which mentions, among other things, a HoHoHo Ranking... Apologies.