Well, we can't say that it's not a unique approach.
The mustard company famous for it's 1980's ad featuring a man in a limousine (and the ubiquitous "Pardon me...") has launched a new online marketing component that requires aspiring Facebook fans to earn status in the "Society of Good Taste" before being allowed to 'like' Grey Poupon's page. The app scans the potential fan's personal page to learn about interests, friends, and writing style; from which scan a score is derived that either allows or bars the user from fan status.
Yes, the elitism is intentional. ”It’s a gamble,” Tom Markham, who helped design the campaign, said. “But we feel like it’s something worth doing because it is so different.”