Preston, I use them for incentives, if they hit a certain dollar amount, the are a gift.  Everybody wants them, and almost everyone goes beyond that $$$.   
The best thing about them is the emotion it creates. It is what I show them FIRST on the projector screen with surround sound.  90% of people cry.  It is good to cry.  
Once they place their order, I send the animoto to them via facebook and they place it on their wall.  People click it straight to my site.  
So, its more of a sales tool for me vs a sales item.  I do know people who sell them though