In a perfect mashup of viral marketing, mobile payments, and out-of-home advertising, an Australian grilled cheese shop has figured out a way to deliver their sandwiches by parachute to eager customers below. People just stand on the street at a spot marked with an X, and out of the sky floats a grilled cheese tied to a parachute. Customers pay in advance via PayPal, and the creators of the scheme say that about 500 sandwiches have been delivered over the air. The owners plan to expand to New York, but they don’t have a location in mind yet. Nevertheless, it’s a clever blend showcasing what technology, married to a good idea, can facilitate.