i called you perez hilton. ure, actually, whether to call you perez or mario, because, obviously, we need to start with that name, perez hilton. you, when you set up this showbiz blog site in 2004, you basically took the name of one of the most famous celebrities of the moment, paris hilton, and put a twist on it. was that your first example of outrageous exploitation? well, before that, my blog was called pagesixsixsix — a play on the new york post page six gossip column. and i know in the uk you have page three there. and it was that for a while. eventually, though, i ended up getting sued by the new york post and page six, but thankfully, i had already created the alter ego of perez hilton before that. and it came about by necessity because i realised at the beginning of my career, if i'm talking about people that have very strong fan bases, i can get very strong reactions. so, within six months, my phone number and address were leaked online, and i said, "wow, i should probably protect "myself in some way."