We Interrupt This Regularly Scheduled Static for an Important Announcement

It's with some surprise that I learn that someone over at Rotten Tomatoes is posting movie reviews under the handle "museofire" (cuz I thought I was so clever and original and everything). For the record, it's not me. I do use "MuseofIre" in places like Twitter that don't allow spaces in screen names, but always with capitals.

Y'know, the idea of personal branding is suddenly starting to make a lot more sense. Before this, all I could think was, "That must be painful."