I've already spoken to several new blocklanders, all of whom found this game through one of those ads Badspot has posted. They are effective and I presume that is why we are seeing IDs in the 6000s so soon.
I think it's the distinctive minifig that gets people's attention. It may not look like a LEGO character but it's shape is odd and catches the eye.
The only bad thing about it is that the guys hand is hard to see against his shirt and his other hand is hidden behind him.