I watched this go down in real time on Twitter today. It was bizarre, to say the least. Nor did it work: the NYT removed it within a couple of hours.
http://www.pajiba.com/book_reviews/...y-onto-the-new-york-times-bestseller-list.php
http://www.pajiba.com/book_reviews/...y-onto-the-new-york-times-bestseller-list.php