Brandom
Like any good article about message board giant 4chan, the upcoming Sunday NYT Mag article begins with someone taking a bullet to the head. I don't know how it ends – 2LDR. They specifically report about the resident trolls of the random /b/ board, which the other 4chan users, like the geniuses who brought us LOLCatz, have contempt for.

The groundbreaking story also explains the rulez  of Lulz:

1. Do whatever it takes to get lulz.

2. Make sure the lulz is widely distributed (like perhaps in an article in one of the most prestigious newspapers in the world). This will allow for more lulz to be made.

3. The game is never over until all the lulz have been had.

But they missed the unwritten rules of lulz:

1. There is no such thing as lulz.

2. In terms of formal style, "lulz" is a noun, and may either be singular or plural.

3. Any journalist reporting on lulz has been pwnd.

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