Firstly, congratulations to Posterous. They are one of my favourite startups.<p>It's impressive how their platform lets you post via email, but at first I didn't quite see how this was special, besides the ease-of-use angle.<p>But use cases like this (Coca-Cola) clearly show that by factoring out the common entry-point of email (which everyone understands), they not only have an elegant unique value proposition, but a viable commercial product too. :)