I'm sorry you get that impression. Actually there is a lot of generosity already, and trust me, it's not a gimmick. Since last fall, ici has provided dedicated "channel" based mobile guides within its own app platform for nonprofit cultural organizations and this is -- and will continue to be -- at absolutely no charge. Any organization that applies but does not win will be eligible for this option (examples of this recently are Philagrafika 2010 and POST/Philadelphia Open Studio Tours, among others), which in itself is an amazing tool. As to the idea of more than one winning custom app from each region: as a small start-up focusing all of our energy on supporting arts organizations, we have limited resources (i.e. limited to in-kind services), but want to deliver genuine value and an exceptional custom app for the winner; to have more than one winning the stand-alone custom app would dilute the quality and time we can spend to make it the best it can be.

There are tons of scams and quasi-scams out there surrounding mobile technology so I can understand your cynicism. Just so you know, the backstory here is that I'm a long time artist and nonprofit professional who specializes in alternative & dispersive art projects; my partner is a successful technology entrepreneur turned angel-investor after doing exceeding well (1st company was sold to Microsoft...), and this is his way of keeping engaged in the work he loves while giving back to a community (arts and culture) that is desperate for technological resources. I encourage you to check out the web site & previous projects before passing judgement... I believe you'll be pleasantly surprised.