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Sean CIt's about some limited edition Michael Jordan / Tiger Woods / Muhammad Ali print they are trying to sell. My guess is that they'll be trying more items like it in the future now that they won't be able to produce basketball cards (the NBA granted an exclusive license to Panini).
As for how they got everyone's name, I'm guess it was through Hunt Auctions, since they were bought by Upper Deck. Are you guys all on Hunt's Mailing list? If so, that would likely confirm my hunch.