Could always be a scam, but if it is, it's a clever one - one which pushed my buttons and dragged me in. Probably UK-only. Offer expires on the 23rd of December. Don't expect much chocolate, obviously. (Oh, and somehow I feel slightly more guilty than I think I ought to about taking the offer up, too.)
FWIW, I found it by looking through the_maenad's Friends list for more "here's a statement for each person on my Friends list" posts.