Fake viral videos: who's responsible?

I came across an intriguing article on the blog ReadWriteWeb this morning discussing whether viral marketing videos across the web are of an innocent or nefarious nature. The article specifically cites several successful campaigns, including this one:

 "one of the hottest viral videos out there was "Bike Hero," a daring reinterpretation of the video game "Guitar Hero," but played out on the streets using a bike instead of a guitar. The stunt was impressive and elaborate, so the video drew a lot of views. The viewing stats at the time of writing show that this video has been watched over 1.9 million times. Yet it too, was a marketing hoax."
-Sarah Perez, ReadWriteWeb.com

I remember watching and enjoying "Bike Hero" immensely, yet the commentary on the video was mostly of a skeptical or outright hostile nature even before the video was revealed to be a marketing gimmick. 

So Who is responsible? If we as consumers are dissatisfied with having the wool pulled over our eyes, perhaps we shouldn't give credence to these videos by watching them and supporting the marketing team's statistics. I suspect that perhaps the best way to handle this is the same way we should handle other intrusive advertising on the internet and in all media: consume responsibly. What's your opinion? 

For me, the video might be a fake, but the laughs are definitely real. If you need me, I'll be in front of the computer, trying to create the first viral Swyzzle show…

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