There has never been an easier time to get your thoughts out there.  For like $10 a month you can have a website, spout your opinions, and share your wisdom with the world.  More and more people spend time reading things like blogs now, and these independent resources are playing a greater role in informing the culture.  At the same time, this means that there has never been an easier time to spread false information.  For example, put something totally false in your blog like mentioning the recent study linking cooking with Teflon to breast cancer.  Is there any such study?  Not that I know of, but you can say it.  Who really checks all the claims made in what they read?  It would be interesting to have instead of an SEO contest, a LIES contest (Loading Information Errors into Society) where people tried to get the most number of people to repeat their made up nonsense as truth.  This could be tracked by things like media mentions in mainstream journalistic broadcasts, or repetition as truth on unrelated websites.  The dark side of the urban legend is that it doesn’t have to be about something as silly as a dog choking on a finger, it can be a false notion that spreads and gains ground about any topic, serious or otherwise.  So get out there and start fibbing.  You have the power to shape reality.