Less corporate than Wired but more self-consciously "hip" than bOING bOING. Ideal reader seemed to be a college-educated raver with a smart drink in one hand, a laser pointer in the other, body covered with piercings and tattoos, who intends to have his head cryogenically preserved after his death. Its writers tended to throw phrases like "techno-erotic paganism" around a great deal.