A website called beautifulpeople.com sent out a press release claiming that a hacking attack had allowed the pictures of allegedly non-beautiful people to be posted -- horrors! Actually, there was no such attack and it was all a publicity stunt to drive traffic to their site.
Interesting -- you put up a website which is supposed to have pictures of only beautiful people. Then in order to drive traffic to the site, you have to claim that gasp! ugly people have appeared there. By this logic, editors could boost the readership of their newspaper's website by alleging that false stories had been maliciously posted, or ministers could increase church attendance by claiming they were sometimes afflicted by demons that would make them do wrong things during the service. Hmm, maybe I really would pay to see that.
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