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Why not deride the film maker? The problem i have with him is the same problem that i have with all liars. Namely, that the world is such an interesting and fascinating place, that wasting time on hoaxes and stupid "ha ha! i tricked you!" sorts of media is largely pointless. This dude can claim that his effort was really an "experiment" about online media and how to tell a story, but frankly, I think that's bullshit. This guy isn't doing research about what it takes a viral video to study viral videos so that society might better understand how it is that information is passed between members of a network (and there are folks who study this sort of thing). This dude is just trying to make a project of his go viral. I really see very little distinction between this project and any other sort of fame-whoring, save for the amount of effort put in. So, please tell me if you can, why this hoax is an improvement, or even a useful fiction in the face of real science/engineering awesomeness like this: [this video]