"The 34-year-old computer whiz in Silver Lake got a phone call from the friend of a friend--the head of publicity for a movie studio. The offer was $10,000 a week for an Internet "project." Was he interested? Absolutely. Details quickly followed from the studio's department of new media. The computer whiz discovered he would soon be "purposely forgetting everything I knew about design." The job was to construct a phony fan Web site for a new movie. "