Is RIM Stealth Marketing Blackberrys?

Picture this, you're in a bar and a bunch of hot girls walk in. They sit down next to you, and start to flirting with you. All of this happens while they are using their Blackberry. This might sound strange but Julia Royter, a 26 year old actress, said this is exactly what RIM payed her to do in a stealth marketing campaign. "We would just walk into bars, whip out our Blackberrys and try to get guys to look at them by flirting. We’d say, 'Put your number in my phone and I’ll totally call you. We’ll go out on a date!' But we just wanted them to try the BlackBerry. I definitely didn't call anyone," said Royter.

This was published in an article in the NY Daily News today.  (Thanks to Kyle @BlackberryCool for posting).  This sounds like a waste of money, but is an interesting way get the brand out there. What are your thoughts on this?