Obay Ads

I was in Mississauga Ontario when I saw this ad : Obay Ad. (This picture wasn't taken by me, I'll post up one of my own shortly of the two I've seen so far)
Based on my searching around on the internet,
I found it to be a legit ad as it *is* on a bus stop. Apparently it's all over Canada (who knows, maybe in other countries too). I found one link,www.obay.info, which seems to be an evil ebay doppelganger. I also found this site, Ottawa Start, but this one clearly states that it's a joke. But even though they both mock eBay, the www.obay.info site seems a little more mysterious...from what i can see it looks like an anti-war site.
I saw two different ads on the same bus stop, one saying " Our teenagers don't have their own goals anymore. Obay, works like a charm." There's a picture of two teenagers and their parents on the top and found a third one on the internet. It seems as well that there is a radio ad as well. So a lot of money *has* been put into something that might be more than just a joke...
So what is it? A viral ad?

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