Likening APT (née AMP, née Project Apex, before its name was "awesomeized"), Yahoo's too-little-too-late ad platform, to the scotch-soaked, cigarette hazy halcyon days that Hamm's presence would evoke can only remind those potential ad buyers of how the business really isn't anymore. Like Yahoo's golden era, it, too, has passed, no matter how many smoke rings management attempts to wreath their current missteps in. As Don Draper said in his most famous pitch, clipped above: "Nostalgia literally means the pain from an old wound."

Star Wars creator George Lucas may not know how to make a movie anymore, but he at least he knows letting Star Wars fans live out weird fantasies by writing fan fiction and posting it on the Web will only help sell more merchandise in the end. "Mad Men" is a hit on both coasts — some say it's retro costumes are starting to impact men's fashion — it's not a Star Wars-sized hit at all and really can't afford to thumb its nose at fans willing to waste their time promoting the show. Here are some of fans' more successful Twitter impersonations below.