Justin.tv - Never seen anything like this before

In case any of you have heard, there is a new website called www.justin.tv where this guy, Justin, put a webcam on his head and will keep it on there 24/7, and has a continuous video stream to the internet for anyone in the world to watch. I've never seen anything like this before... it is a very interesting idea to me. But it must be annoying for Justin, he won't even take it off while hes at the bathroom, sleeping, or even on dates! 😱 Thoughts? I wonder how long this will last, it seems like something that he (at least I would) get tired of after about 2 weeks or so.