“Accidental” Viral Marketing? We Think Not. Chris Hine is reporting that Gatorade and the ad agency it hired, Element 79, had “no idea” who posted that supposedly shelved commercial featuring the super-fly ball girl. Uh-huh. Just like we had “no idea” that florescent orange was an unnatural color for a beverage.

Bloggers Are The Worst: Pity poor David Sarno who is now SIX posts into the BoingBoing/Violet Blue controversy. A controversy he realized way too late he should not wade into. Well, live and learn, right, David?

Top of the Ticket, Eh? We know it’s a slow news day, but with the LAT announcing that it’s going to be axing 150 jobs sometime soon, you’d think Scott Martelle would want to come up with a harder-hitting piece than “tell us what superhero you think the presidential candidates would be” story.