You can see the potential for this startup.
Michael from Techcrunch says ...
The company’s business model is to attract advertisers to sponsor prizes (cash, products, coupons). If ScratchYourself turns out to be trustworthy and can circumnavigate the rather complicated federal and state regulations governing sweepstakes, brands could be attracted to this. You get a good long look at the image underneath the scratch area, which is more than can be said for most banner advertising. And publishers will like the ability to win the same prizes as their readers.
scratchyourself.com offers users a chance to win small prizes but it shouldn't be long before advertising agencies and start signing up to promote their products.