Mat Honan worked for two failed dotcoms before becoming a contributing editor at Wired magazine — but his luck changed in February when he created a funny site about Barack Obama in just a few hours. 7 million pageviews later, it's landed him a book deal, a slew of interviews, and even a mention in the New York Times.
The success grew from a personal catchphrase whispered teasingly to his wife: "Barack Obama is your new bicycle." (Her excitement about the candidate matched her previous enthusiasm for cycling.) But it soon exploded, proving once again the strange fame-making power of the web.