Sounds like a much more interesting version of that annoying US based cult who stamp their dollar bills with 'Where's George' (Washington) and invite you to go to the website and register how the bill came into your possession.
http://www.wheresgeorge.com/
Personally I am JUST a little too paranoid for this sort of thing. Although it does smack of my Public Transport Library Project, to which I unwittingly donated a copy of a book I wasn't finished reading and belonged to my Dad yesterday. Doah!
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http://www.bookcrossing.com
Tue Mar 19 18:19:55 2002
What a great idea! Of course, I'm a little biased. :)
-Ron