I guess Box had to do something with the $48 million dollars they raised in February and that Something is customer acquisition.
Nothing says "Serious Customer Acquisition Campaign" like direct mail. And travel pillows. ;)
They pulled out every trick in the book for this campaign: FREE Trial Card! Free Useless Crap just for trying it! Limited Time Offer! Baseless Claims of Total Uniqueness!
This must be Box's "Zig where the others Zag" strategy - given that similar services like Dropbox and SugarSync are anxiously going after early adopters, this campaign is clearly going after the laggards before the others have a chance to get there.