This seems too ez on the concept front. The idea of cutting up a credit card is always negative.

Cutting up a credit card is kind of the point of the service, it seems. It may not be groundbreaking from a credit card perspective, but from a _business card_ perspective it is.

Hmm, Stunts like this operate in a strategic way (Google image searches, design blogs, etc) and can gain considerable exposure that a regular card cannot achieve. This is bigger way to spread a business card, a business card 2.0. In the end, the point is that the card makes an impact and is memorable, and this is result it needs to create.