Bzz or bust? Put your money where your word-of-mouth is.

So WOM buzz behemoth Bzz Agent has recently offered a money-back guarantee which says that if their Word of Mouth campaign doesn't beat the brand partner's agency's traditional campaign by 20% across four metrics, they'll give the client their money back. And by money, they mean no less than the $300k minimum client's will need to pay to take Bzz Agent up on it.

I'm torn on whether this is a good tactic or not.  On the one hand, I give them credit for doing something WOM-worthy in itself to promote not only the power and importance of WOM for a campaign.  Also, since measuring metrics for WOM is a constant struggle, ideally, it may prove to be an effective outcome that could be good for the whole WOM industry.

However, 'brand cannot live by WOM alone', and probably shouldn't.  A great marketing campaign