Ian Ayres is just a normal guy who felt bad about his weight. He used a little research and found out that usual diets don’t work. So he made a deal that he will regularly give a certain amount of money to charity or any other institution if he was’t able to fulfil his goal.
The results were very good compared to other people trying to get slim. You can read the full story here. Afterwards he started a website where you can submit your own personal goals, update your path to and get your money back after your finish and reach your goal.