Technically "2. ??? 3. Profit!" was a South Park-ism (see http://en.wikipedia.org/wiki/Gnomes_(South_Park) ) And I realise that this comment was perhaps what you were complaining about - but it was worth pointing it out none-the-less.

(And for the record: "1. Collect Underpants, 2. ????, 3. Profit" seems to be a more mature business model than some that are featured here on hn.)