According to a friend of mine, if someone creates a new like on your website it automatically creates a page on facebook which you have control over. Thus, when it gets viral you can use it for your own purposes. However, I see this being a longshot, as first off, when you click one of these likes you're redirected to a website as oppose to a fan page. Any confirmations or information on the use of such a site would be great. I personally assumed it was just mass traffic that became the outcome of such a site.