Adding to the list of Jeremy Lin gaffes is a Boston Ben & Jerry’s shop, which created a special “Taste the Lin-Sanity” flavor that included lychee honey swirls and… wait for it… fortune cookie pieces. Groan.

Note the past tenses in that first sentence. News of this misguided flavor combination came out on Friday (we tweeted about it) and since then, the shop has issued an apology and replaced the offending cookie with waffle cone.

The flavor was introduced after the Asian American Journalists Association very clearly laid out a list of references that are considered unacceptable and offensive. Number four on the list: “FOOD: Is there a compelling reason to draw a connection between Lin and fortune cookies, takeout boxes or similar imagery? In the majority of news coverage, the answer will be no.”

Perhaps the folks at this Ben & Jerry’s shop were high on “Magic Brownies” when they came up with this flavor. Or maybe they thought the rules for journalism didn’t apply to ice cream makers. Alas, they were wrong.

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“Linsanity” struck again last night, with Jeremy Lin scoring the game-winning buzzer-beating three-point shot that gave the Knicks their sixth win in a row. Jeremy Lin is doing it all day and we’re drowning in puns.

With this incredible run, Lin’s marketing and branding value has gone through the roof. Ratings for the MSG Network have jumped, despite an ongoing dispute with Time Warner Cable. Traffic to Knicks websites has skyrocketed. And sales of the number 17 jersey are doing well. USA Today says traffic to the Knicks store is up 3,000 percent and it’s the 10th best selling jersey at the NBA Store.

Forbes even connects an elevated Madison Square Garden stock price and MSG ticket prices to Lin’s streak. The magazine values his brand at $14 million. And Lin is being declared the “fastest growing athlete brand in the world.”

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