"Help dig hole."
That incomplete sentence leads the donation form on Cards Against Humanity's "Holiday Hole" campaign.
The site the card game makers launched on Black Friday, HolidayHole.com, has been streaming the hole they have hired excavation crews to dig at an as-yet undisclosed location.
"Where is the hole?" "America. And in our hearts," is the response on their Frequently Asked Questions section.
The purpose? There isn't one, the group claims.
Since Friday, people have been donating money - whatever amount they wish - to fund the dig. The more money was contributed, the longer the countdown clock for the project would extend.
By Sunday, more than $98,000 had been raised, with the dig scheduled to end roughly around 2:30 p.m. ET.
"It there some sort of deeper meaning or purpose to the hole?"
"No," Cards Against Humanity claims - but that rebuff should be taken at face value only.
In past years, the group has held similar "throw your money away" Black Friday offers, including the chance to buy a box of livestock excrement and to buy "nothing at all."
Money raised from those previous ventures has been given to various philanthropic causes.