This came from the realisation that real expressions on people’s faces when they were unguarded were a really interesting thing to look at. This combines with an idea for a business model based around Microsoft Silverlight’s new DeepZoom technology, which basically involves taking high resolution images of crowd’s at sporting events at key moments and allowing DeepZoom enabled interaction with the results via a web application.

This could then be monetized through either up front charges for integrating into the websites of the sporting institutions themselves or via a revenue split on both the advertising sold and merchandise sold from click throughs from people viewing the content. You could also tie up with sites like moo.com to allow users to select an area of the DeepZoom image and have it printed and sent as a postcard, printed onto business cards, mouse mats, mugs, whatever and take an affiliate fee on these referrals.