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Anne Thompson writes that celebs are increasingly lurking on message boards and ego-key-stroking themselves at all hours.

According to Ain’t It Cool News, in fact, Bruce Willis recently called a blog editor at 4 a.m. to set up a Q&A with fanboys on the site — after defending the Die Hard franchise as a “commenter” named Water B.

Zach Braff directly instructs his fans on the finer points of MySpace messaging a celebrity:

“Please don’t send me anything HTML; especially in the comments section. Don’t get me wrong, I love an animated unicorn waving ‘Thanks For the Add’ as much as the next guy, but I disabled those things because they make your page all wonky. And no one likes a wonky page.”

New York Magazine had a whole piece devoted to Lily Allen that focused in part on the havoc she has wreaked online.

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