It started here. In the words of Ryan North:

You probably read about my amazing friend Chip’s amazing relationship with an amazing Applebee’s. If not, do so. It is amazing; that is the word that I think applies to it, if I had to choose one.

Last week my friends and I were talking about this incredibly-awful “how to go viral” article someone wrote about the story (first line: “Going Viral is the number one aspiration of everyone and their next door neighbor”). “This is how the world ends,” I said.
Around the same time I got an email from a friend, Andrew Pickles, who wanted to take some photos of me as a new subject, rather than the ones he normally uses. I said sure! One of the photos we took was this one:

I made it my Facebook profile picture and David Malki (comics creator, FORMER FRIEND) somehow got ahold of it and turned it into this:

That first shot was fired (by me, I admit) about a week ago and OH MY, we DID NOT REALIZE what we were unleashing.

The war is currently raging on my Tumblr and Ryan’s Tumblr, and we have collected all the volleys to date — with nice big pictures of everything — at: BOOKWAR.TUMBLR.COM