While few had heard of this smalltime contender out of California until just before the tournament began, Westland/Hallmark had all the fundamentals in place: a huge scandal, public health hazards, child endangerment, animal cruelty, and video evidence. Though News Corp., (responsible for atrocities such as "MySpace") received the second most nominations of any company, they failed to deliver when the votes counted.

"It's a Cinderella story for Hallmark," said Editor, Ben Popken. "News Corp is just too big a creature to hate all at once," speculated Chris Walters, our Associate Editor.

We asked Weekend Editor, Carey G-B if the Hallmark/Westland "Mad Cows" have what it takes to contend with #34 United Health Care in the second round... Carey? Carey, are you there? He's too depressed to answer! He's burning his Rupert Murdoch T-shirt!

Congratulations to the Hallmark/Westland "Mad Cows" for this historic victory!

That s right, you can download Obey Giant and other 'iconoclastic' Shepard Fairey 'grafix' as wallpapers for your cellphone from Mobizzo.com, a Newscorp entity.

As you may know...

Shepard Fairey was an artist who made Andre the Giant s head into a big poster with OBEY over it and GIANT underneath. After pasting it around town for a school project, he made the image available for others to use and it spread across the nation's city's blank walls, POST NO BILLS boards, and street signs, creating a counterculture phenomenon. Derivatives followed, including one emblazoned, "Andre Has a Posse." The graphics were wildly successful beyond their humble origins, eventually becoming a substantial commercial entity; a giant, obeyed by its own increasingly mainstream posse.

According to the latest incarnation, here s what s up with the Obey Giant:

Be curious, be confrontational. Obey Giant. Or, don't. That's the whole point. These grafix are super-cool, but if they make you think for yourself and question authority, all's the better. Because the medium is the message.

Whatever that crock o crap means.

Co-Option, it s a beautiful thing.