CrossFit Games: http://www.crossfit.com/mt-archive2/CFGamesFlyer.html
Great idea. I am looking forward to seeing the results of this.
It seems like it will serve multiple purposes:
1) It will give the CF system a direct sport for a validation of its theories. Although CF has been, and is being, used by many in the MMA, LEO, and military worlds with great results, one of the dings (correct or incorrect) on CF by the uninitiated and/or unbelieving is its definition of fitness that does not apply to their "fringe" sports (i.e., as some have noted, being fit is being able to do your chosen task, be it discus, frisbee golf, running, powerlifitng, etc.).
2) It will serve as a real-world forum for all the naysayers to come and compete—put up or shut up, if you will. Now when some one takes a shot a CF, a challenge can be made. This could be good or bad from a business point of view. If said naysayer does compete and loses, then an anecdotal validation has occurred. If naysayer competes and smokes it, stock may or may not fall, even though it is anecdotal as well.
3) From a marketing point of view it is genius. All of the hullabaloo regarding the upcoming games will begin to spread and peak the interest of the unanointed.
Just some random thoughts to start a discussion.