According to the NY Post, who filed under the headline, "Flak Is Douche Tagged," 5WPR President Ronn Torossian is suing Four Corners Communications founder Drew Kerr for $20 million. Torossian alleges that Kerr bought www.rontorossianpr.com, which now directs visitors to a douche ad.

Writes the Post's Janon Fisher:

That's the amount of damage the Internet hoax caused to his business brand, Torossian - who has repped Pam Anderson, Snoop Dogg and the state of Israel - claims in a lawsuit filed last week in Manhattan Supreme Court.

"Enjoy being a woman," the package on the Web site reads, over a photo of a smiling woman in a white tank top.

Kerr called the lawsuit "completely unmeritorious." Torossian said he has never met Kerr but has "proof" the flack launched the online attack.

Gawker's Hamilton Nolan, who saw www.hamiltonnolan.com bought out from under him by Torossian himself, gives his take here.