What are Windorphins?

I don't know what the campaign's presence is outside of New York, but for those of you in the city, I'm sure you've seen the colorful characters on the subways by now. These characters are called Windorphins.

They're like endorphins only they don't come from exercise, they come from eBay-ercise. Weird, right? The campaign itself (all print for what I've seen) makes no mention of eBay. Subway passengers can sit in front of the campaign for 30+ minutes but unless they're active consumers (enter % of active v passive consumers here) they won't follow up at home to actually see where windorphins.com takes them. And further more, in a city of distractions everywhere, New York is not really the place to try and firmly cement curiosity and hope that it peaks hours later when you're in front of your computer.

Random guy Frank is an avid eBay user in NY. He brings his laptop to a wifi area and peruses it consistently while he does other things: drinking beer, having a conversation, talking on the phone. He is familiar with the campaign: "oh yeah, I've seen those in the subway, they're cute." I asked Frank if he knew they were associated with eBay: "No. Really? Weird." There you go client/advertiser/whoever you are. Yay creatives but where's the communications planning?

I did a little web research and this is what I found:
Objective: increase brand fun factor
Tactics: make your own windorphin chracter at ebay.com
Results: increased awareness for Windorphins, connection to eBay is up for discussion

Consumer Behavior: windorph mania here Windorph