Maybe there's a lesson in this for us: if you can tie your marketing to current events then you'll get greater recognition. I'm no marketing guy, so I bet this is pretty much marketing 101 and I'm probably quoting the already-well-understood.

I don't think you need another doomsday, use any current event; and you don't need to have your product be related to the event in any way. Sitepoint[1] always do a Christmas sale, for example, and web design books and Christmas have nothing in common.

I think anyone could tie anything to themselves:

- "have a look at our Olympic offers"

- "we have Royally stuffed ourselves with this great offer" [Royal Wedding]

- "we have stuffed ourselves with this great offer" [Christmas / Thanksgiving]

...er...er...you get the idea.

[1] http://www.sitepoint.com/