We can't understand the marketing ploy here

To celebrate the release of Michael Crichton's latest book Next, residents of the UK (we assume, given that there aren't really any published rules) have a chance at winning a DS, along with a copy of the book. Not that you care about the book (books are so 1990), but winning a new DS Lite couldn't be better, right?

All you have to do is head over here, fill out a short form and you're done. Simple enough, right? We think so.