What's with the rat teaser campaign?

Something has been driving me crazy all week. Not the constant rain. The Great Pointed Archer Society. First, there were the ads in advertising trades, showing rats being neglected while other animals like pigeons were being fed and cooed over. Then there was the Web site, www.greatpointedarcher.com, which was purported to be dedicated to changing the name of rats to "great pointed archers" and offering up a host of  rat "facts," like "a great pointed archer’s fur smells like grape soda."

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