"We just thought, O.K., they're funny," Nakagawa says. "Suddenly we started getting hits. I was like, where are these coming from?"Now it's $4,000 a week ads, and it's all coming from readers generating content based on one simple, static idea. And yet, they have done something -- something that is exceedingly hard to do. It's incredibly easy, but impossibly hard. That's a lot. It's like inventing the paper clip or whatever. You're jealous, looking on, after it's been done. Surely, you could have thought that up too. Why are they rich from it? Ah, deal with it. Damn!