New way to buy tickets online?

A friend of mine was telling me that he found Cavs tickets "on sale
now" at some site. When I checked it out I found that the "sale" was
not for tickets themselves, but for the future promise of a face value
ticket.

I guess you buy a "fan forward" which is like a promise to get a
ticket if your team makes it to a post game. So like, you spend a
small bit of money and if they make it to the Rose Bowl or the Final
Four or whatever, you get to buy a ticket for the base price instead
of paying a scalper some ridiculous sum, or buying one of eBay or what-
have-you.

So my question is this: is this site, or even this business model,
legitimate? The site is ticketreserve.com, and while they seem to
check out (couple of positive news stories from the past few years),
is this something that we can see a lot of in the future? I'm not sure
I'm comfortable with the idea of "betting" my team will make it (if
they DON'T, your initial investment disappears).

Either way this could be cool, I'm going to try checking it out.
Anyone have any experience with ticket reserve or buying tickets like
this?