Holiday-Style Frozen Pole Game Baffles

It's official. Two makes a trend so the rebirth of the send-to-a-friend time waster is upon us yet again. Following Ceiva's Sit on Santa's Lap, Mullen has created Frozen Pole, an upload-your-face, choose-your-wardrobe, send-to-a-friend thing. It's purpose? To get your tongue stuck on...wait for it...a frozen pole. You know. Like in the movie.

One might assume this little effort could be for some sort of fireball-style candy or some hot chocolate brand or a even reverse logic effort to promote travel to the Caribbean. But no.

It's for...voice recognition company Nuance which is introducing a new product..

Hello? Hello? Anyone? Can some one explain this? Or at least point out my utter stupidity at not grasping the concept? Because it wouldn't be the first time my stupidity got in the way of grasping a concept.

UPDATE: Someone has saved me from my own idiocy. Apparently, though it wasn't clear when I did it, I've been told "when you send message to someone from the site, it translates what they are saying with their frozen tongue into a readable holiday message."