Someone got paid for this idea?

GM, trying to follow in the footsteps of other companies like Nike and Mazda that let consumers advertise for them, set up a website where people could write their own copy to Chevrolet Tahoe’s ads. The interactive ad campaign was generating a lot of traffic to the website, but many of the screen shots now had messages like “Global Warming is Here” and “$70 to Fill Up the Tank.” Not exactly what GM had in mind, I’m sure.

I'm sure there was a "Canyonero" reference in there somewhere. "She's a squirrel-squashin', deer-smackin' drivin' machine!"