The site stated on its front page: "Amy is on her way out and as the world is profiting from this decline we thought it only fair that you should profit from it too. Guess her final breath and be crowned Mr. Or Mrs. Death. Winner will be rewarded with a iPod Touch."
An update on July 23 read: "Amy Winehouse has passed away. Let's hope her demise is an example for young people in how not to deal with your problems. May she Rest In Peace and her music live on. Winner will be announced later."
A further update on the 25th read: "Since we launched this site we've had hundreds of thousands of hits, 237 hate mails telling us we're the devil in disguise and 96.026 people who left their predictions. Out of all those entries only 4 were correct. The first person to do so did it on December 21st 2007 and we've called her the winner of the iPod Touch. We will be contacting her via email."