Cruel or cool? Microsoft Xbox strapped eight people onto a billboard in the middle of London for 24 hours the other day. The last person standing won a Tomb Raider inspired, all-expenses paid trip. Never mind the fact that they had to stand still for 24 hours, they endured snow storms, gushing winds and rain resulting in a couple of cases of hypothermia. It sounds harsh, but the thousands of fans who applied to take part were all for it and tuned in to watch the live stream on Twitch. “The Survival Billboard” was designed to promote the new Tomb Raider game coming out on the Xbox One this year.