Cool story. When the Fight Club movie came out, the official website contained a "store." For example, if you really liked Tyler Durden's T-shirt in the movie, you could buy one... or so you were lead to believe.
See, the movie and the book have a message of anti-materialism. "You are not the contents of your wallet." etc. So when you clicked on the shirt to buy it, you got a Tyler Durden-esque message about materialism. "You are not Brad Pitt's T-shirt" or something like that.
Very cool. Related to this thread? I can't recall. I haven't had my coffee yet.