How To Promote Your Web 2.0 Community

Remember in 3rd grade when, if you liked a girl, you would trip her in the playground and steal her milk carton?  Well, here's the Web 2.0 marketing version of that.  It's actually the funniest story I've read in a while.  The short version is that some online community site in the UK claimed to be pissed off at some of their users so they dropped the site and put up a splash page telling their users to go away (and dropping a few f-bombs in the process).  I'd like to hear what Seth Godin has to say about that marketing tactic...