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The article focuses on the Fake Steve Jobs character, who once prowled and pranked the PC Week business section from 1987 to 1990. This person is also known as Dan Lyons, wherein his outing by a New York Times reporter has gained criticisms from e-mails among the PC Week alumni. He was also remembered to have faked a call from a particularly irate tech executive to news editor John Dodge. The author explains that they in the journalism business are amused and gratified that this character was not a West Coaster, but from U.S. side representing the intellectuals rather than the surfers. However, he suggests that business executives should learn from satirists, like Lyons, than from the fawning loyalists in their firm.

Comments on the decadence of journalism. Common headlines on newspapers; Strategies to attract many readers as possible; Impact on the veracity of news reports brought about by journalist's desire to lure people.