Like a lot of computer technology, it's really more what you'd call "neat" and less what you'd call "useful"; for instance, unlike a lot of internet retailer recommendations, it doesn't seem to be tied to your preferences or previous purchases. It's apparently completely random, which admittedly can be fun, because occasionally you'll get items like I was offered today (a personal breathalyzer, a pink baby jumper and a "Wine for Dummies" book, suggesting that Amazon thinks I'm an alcoholic, stupid deadbeat dad). But as a practical shopping tool, it's not all that useful; it's like a salesman at a department store leading you at random around the store, picking up various items, and saying "Hey, how about this? You wanna buy this? Come on, it's cheap."
In fact, while I don't pretend my buying habits are typical of anyone, I personally have never wanted to buy anything that the Gold Box has shown me, nor do I know anyone else who has been enticed by the Gold Box. Which leads me to my question: has anyone ever bought a Gold Box item? Is it an effective sales tool? Or is it just the web designers showing off and giving people like me something to snicker at?