Beautiful bit of marketing.
Stephen Hawking is a man very committed to the exploration of space and all that sort of Jazz. It'll be interesting to see how much value Branson gets out of this.
At the very least you'd expect some extremely interesting news articles.
While reading this article, I saw and advert for one of my clients. Tacoda seem to have put me within their 'interested in sport' audience segment. Either that or their 'interested in dieting' segment. Technology obviously isn't perfect.