I've got to imagine this is a huge moneymaker for any celebs that have "event appropriate" fame. For example, I saw a friend get a personalized graduation message from Natasha Bedingfield (singer of that ubiquitous graduation song "Unwritten"). I thought it was really cool, and at a couple hundred bucks a pop I can imagine that Ms. Bedingfield can make more in a month's worth of graduation messages than the average person could in years.
Appearance fees for celebs are nothing new. It just used to require talking to their agency. Top celebs probably will still require it. This is creating a market place for mid and bottom tier notables to tap into that.
