Today HarperCollins announced the formation of a new “It Books” imprint. Helmed by Harper Perennial publisher Carrie Kania, the unit will publish “Project Runway” judge Nina Garcia‘s “The Style Strategy,” comedian Lisa Lampanelli‘s “Chocolate, Please,” and a book-length collection of 140-word posts titled “Twitter Wit.”

GalleyCat went straight to the “it” social networking site Twitter to find out how publishing types responded to the new imprint. Reactions are already stacking up:

Rachel Kramer Bussel wrote: “I already heart HarperPerennial, so can’t wait to see these.” BookGirl96 wrote: “HarperCollins starts ‘It Books’–don’t most of us try to publish them?” Sarah Weinman wrote: “basically HarperEntertainment/ReganBooks redux.” Finally, Ryan Chapman wrote: “It Books? Did Bigfoot get to name the imprint?”