WTF? The Mormons Advertising on Digg? (Pic)

I was browsing around on digg today and was really surprised to see an ad in the sidebar for the Church of Mormon. I just don’t understand why they would want to do this because I really don’t think they would see anyone conversions from it. The advertising is of course good for digg, and since it is a community I love that is cool and all, but it is still quite strange to me trying to understand why the Mormons would want to target digg?