Hehe, this is just the same idea as Million Dollar Homepage. The difference is that the grids here are not blank grids but toast filled with content (sexily alluring to some), and if you buy a spot of land made of toast, you can make advertisements on it - names or website slogans, whatever you like!
So far, the site has raised $5800. Though it may not be able to reach the effect of millions, thinking of those sexy toasts, I would give it a thumb up :)