Well this is interesting (sort of). Though it reminds me of the ‘Free Hugs Society’ some peculiarly obnoxious students at Warwick established a few years ago, something which prompted them to go around grabbing strangers while being seemingly oblivious to how intrusive and problematic this was to many of the people being grabbed. The people behind it seem to be predominately social marketers (see also the partners) which contributes to the irritating, though interesting, zeitgeistyness of the project. I’m fascinated by the process which leaves “why talk?” as a coherent question that can be answered by invoking popularised notions of social capital.