Hayashi Paper Company has begun selling rolls of toilet paper containing a horror story written by Koji Suzuki, author of the Ring.
this article, the 'novel' is currently only available in Japanese, although an English version is rumored to be in the works. It sells for $2.52, about 10 times the cost of a regular roll, but significantly lower than a standard novel. No word on whether or not a Kindle version is in the works.
This is a pretty interesting idea, and I'm pretty interested to see how it sells. I can envision a few complications. I know some people who spend 30 or more minutes at a time on the can already, that's unhealthy enough as is, and those folks don't need any encouragement. Second, everyone will have to have their own roll. If you don't live alone or have company, you will miss key plot points and the story would be ruined. And if they ever make the story into a movie, it would be a little awkward. Still, it will no doubt keep you on the edge of your seat.