The jargon of authenticity ... is a trademark of societalized chosenness, ... sub-language as superior language.
One knew, of course, that it was not the red cape any more than it was the boots, the tights, the trunks, or the trademark “S” that gave Superman the ability to fly. That ability derived from the effects of the rays of our yellow sun on Superman’s alien anatomy, which had evolved under the red sun of Krypton. And yet you had only to tie a towel around your shoulders to feel the strange vibratory pulse of flight stirring in the red sun of your heart.michael chabon
As you might imagine, Beck is not amused. And he did the one thing guaranteed to garner the greatest amount of publicity for the site, and not coincidentally, for himself: He lawyered up, claiming the site violates his trademark.