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Seems that when you visited the site it installed a DLL that redirected search results and altered surfers computers. Sites reported that if your security is on low it would do so without asking. Seems too sleezy to me all together though.
ChinaTech News article [chinatechnews.com] states that a man filed a lawsuit against 3721 (owned by yahoo) for altering files, installing and illegally monitoring his surfing activity.
Norton Antivirus has identified 3721's .DLL as a virus stated in the article above and a search for 3721 with the word spyware shows a bajillion entries.
So was it easability to get people to use the toolbar to make it autoinstall or was it just slimey. :D Seems all the spyware bots pick up for this one. I haven't gotten it myself (as far as i know ;) )