This isn't exactly news... but it is funny how these guys have been going for months whereas the Skidstrong folks (now Fisso) had to change it after a few weeks. Ho-hum.

Cosmo star hit the nail on the head. It's Urban-Outfitters pseudo-ironic consumerism. Buy this to fit in with the people who are making fun of people who buy stuff to fit in.

Now it kind of reminds me of the Church of the Subgenius... http://www.subgenius.com/