Subscription e-commerce goes crazy, now in the bedroom

Hah check out the newest player in the subscription e-commerce space: www.naughtypotato.com. This space is getting crazy. I wonder if this it's here to stay or just a passing fad. Either way, this takes the whole concept to awesome/ridiculous heights.

Thoughts on birchbox/shoedazzle/foodzie/blissmobox/babbabox/manpacks/guyhaus/naughtypotato?