While stories have begun to leek out over what has been placed in the official Oscar goodie bag which include a complimentary Lasik eye surgery [worth $5,600], a one-year membership at celebrity fitness mecca Sports Club/LA [$4,000], and a U2 Special Edition iPod [$450] to listen to on the treadmill and a Dyson vacuum [$550].

While these freebies may still you make you or I raise an eyebrow, the interesting story seems to be the diminishing price tag.

In 2001 a mere 4 years ago, when Oscar Bags were created in-house it was worth a modest $10,000 before skyrocketing to $110,000 last year [gifts included a 43-inch HDTV and a two-night penthouse package at Caesar's Palace -- including four tickets to see Celine Dion and $9,000 in spending money at the hotel].

This year? Estimates are coming in at a mere $33,000.

At a time when most companies have tightened their traditional advertising and marketing budgets, gifting has become a way to get maximum impact. Seeing Jennifer Aniston in a particular pair of jeans or George Clooney with a certain cell phone can generate much sought-after buzz.

Moreover, that buzz has a healthy afterlife, as the image of the stars and their swag continue to turn up in gossip pages and Hollywood reports long after traditional techniques have run their course. And not much is off-limits. Past items have included everything from a box of Altoids to George Foreman grills to a Motorola Cell Phone.

Jumping on the band wagon of success, the opportunities and methods of “freebies” have increased in recent years. First- and business-class flyers on United Airlines between New York and Los Angeles now receive gift bags filled with trial-sized beauty products and best-selling books. Guests at 5-star hotels and resorts now receive a bevy of luxury products “to try” during their stay.

Sports are also not left out of the mix. Luxury sky boxes are filled with premium liquors and other take-away and let’s not forget the Superbowl / Sirius weblog that was posted earlier this week.

It would seem that more and more marketers are subscribing to the value of give-aways in exchange for a little bit of talk value. But one has to wonder, what is the value of the giveaways if [as Kim S. says] the value is not there - - and or the gift goes to your neighbor Joe who may only have 10 friends?

Another interesting side note: this year Global Green, a national environmental organization, arranges to chauffer Oscar-goers to the awards in high-mileage, partial zero emission (PZEV) gas-electric Toyota Prius hybrids rather than gas-guzzling limos. This year, nominees and attendees demonstrating their eco-consciousness including Robin Williams and Tim Robbins will each receive a thank you for their participation in the effort. The gift? An Oscar SWAGG (Sustainability, Wellness And Green Gifts) that contains only eco-friendly products. The crown jewel of this year's bag is a conflict-free cultured diamond pendant or lapel pin, valued at $2,500 - $3,500, from Diamonds For Humanity, an organization that promotes "luxury with conscience."