Brad Pitt trims his beard! (Wow).

A while back US Weekly started sending me a daily e-mail update. I think my local rep signed me up for it. Honesty, I an not a big US Weekly guy. Anyway, today I finally made the effort to unsubscribe. I was literally shocked that they thought Brad Pitt trimming his beard was news. I am even more shocked to think that even the most slavish celebrity hound would care either. So, I guess the lesson is either never underestimate people's passions, not matter how dumb they may seem. Or, as a media owner don't devalue your brand with BS. If you've got nothing to say, don't.

There is a chance the headline is a joke. If it is, it is a poor one.