There was a time when Black Friday was a rallying point for the counter-culture, with AdBusters‘ “Buy Nothing Day” pushing an anti-consumerist message that was acted out in zombie walks and sit-ins. While The Rebel Sell and The Authenticity Hoax author Andrew Potter noted the dearth of such activity this year, Cards Against Humanity stepped in to fill the nihilist void – by creating an actual void.

Yes, the brand whose tagline is “A party game for horrible people” decided to build a “holiday hole” for Black Friday: each donation got a few more seconds of dig time. Why? Some helpful answers from their FAQ:

Is this real?

Unfortunately it is.

Where is the hole?

America. And in our hearts.

Is there some sort of deeper meaning or purpose to the hole?

No.

What do I get for contributing money to the hole?

A deeper hole. What else are you going to buy, an iPod?

Why aren’t you giving all this money to charity?

Why aren’t YOU giving all this money to charity? It’s your money.

Is the hole bad for the environment?

No, this was just a bunch of empty land. Now there’s a hole there. That’s life.

How am I supposed to feel about this?

You’re supposed to think it’s funny. You might not get it for a while, but some time next year you’ll chuckle quietly to yourself and remember all this business about the hole.

And with that sales pitch, just how much money would you expect the hole to raise? By Sunday, when the digging stopped, more than $100,000. You can’t say the campaign isn’t on brand, although watching the dig feels more like “humanity against itself.” What’s that you say about a sinking feeling?