Came across Methodizaz today, a portrait service that takes photos of you in err, your natural habitat. Basically one of their photographers will follow you around taking paparazzi/documentary style pics of you as you go about your daily business. I remember reading an article in the New Yorker about some kid doing that to his friends which I used in some trend or other.
Kinda weird, but people do photograph better when they're not aware that a photograph is being taken, so maybe it is a good idea. Although it does fit a little too neatly into the whole cult of celebrity/attitude that fame is our birthright theory. Let's just hope you don't end up with a load of shots that would make a Heat magazine cellulite special.