http://a248.e.akamai.net/f/248/9338/10m/www.sourcenext.com/company/2002_2/movie/104002.wmv
A japanese software commercial.
http://www.theregister.co.uk/2004/07/06/sourcenext_horse/
And a news story that describes it.
American software companies should learn from this company's business plan, especially game developers. I wouldn't mind paying $18 a year for a game. And it would push developers to make better games: "Ok, you can make $40 per game one time, or you can make $18 per game per year." More developers would push for games that've stood the test of time like Half Life.