‘Axe Effect’ Lawsuit Hoax Sweeps the Internet

File this under “too good to check.” The “Axe Effect,” a marketing construct that humorously taps into the fervent male fantasy that irresistible sexual magnetism can be purchased in a bottle, faces a court challenge from a luckless, clueless guy who makes us all feel better about ourselves. The story of Vaibhav Bedi’s quixotic crusade against the “Axe Effect” shot all over the internet and up the Digg charts, until it was shot down.