Reality TV has shown that Americans love contests. Programs like "American Idol" and "Survivor" have been resounding successes. Bix merges that concept with the explosion of online media. Here's how it works: A user comes up with a contest idea, gets an advertiser to sponsor it, then slaps on a winning prize. It's equally easy for advertisers to come up with their own contests. Its presence on Yahoo will undoubtedly result in greater usage of Bix.com, which means more entries and most likely, higher sponsorship fees for creators.