Fake Steve Jobs, the Apple chief executive's anonymous alter ego, has just noticed this month's embarrassing climb-down by Edelman's Steve Rubel. The self-appointed web marketing guru, you'll remember, trashed PC Magazine, literally, and then apologized when he realized that his employer's public relations clients, for all his evangelism of blogs and virtual worlds, still wanted play in the clapped-out print title. In one of the more printable passages, the viciously funny writer behind Fake Steve Jobs notes:

What's really admirable is the ease and style with which Steve Rubel handles the fellatio. No attempt to defend what he wrote. No pretending to have any integrity. Just "whoops, the boss says I gotta reverse myself, and also I have to blow you, so down on my knees I go."