You can almost hear the ASME crowd's jaw drop: After awarding Adam Moss' New York magazine with all those awards, he repays the industry by picking up Page Six's beat with a Socialite Rank cover story? Why yes, yes he did. And he beat Vanity Fair to it, answering the question all anyone has been asking about the since-shuttered blog:

Who was behind that brutal power ranking? And those posts hating on Olivia Palermo? And those entries touting the Tinz? And letting Fabiola Beracasa go from working girl to charity gala?

Blame Fashion Week Daily's Valentine Rei and his stepsister, Olga Rei, an advertising industry type. After a "paper trail" connecting the site to them threatened to expose them, they opened up to 28-year-old Time chronicler and New York scribe Isaiah Wilner, telling all. (So soon before the SR book comes out!)

They didn't mean for the site to become this hate-spewing epicenter; it just happened, you see. Indeed, drunk on power – "We’re wondering, what if we actually tried? Maybe we could be as big as PerezHilton.com? We could be ten times bigger! We have the power." – and self-serving, the Rei pair are a victim of their own success. A success they tried avoiding for so long.

Speaking in April, before all was revealed:

“My theory,” Valentine concluded, “is they live in New York, but they’re a person who doesn’t have any prominence. I feel like it’s going to be somebody no one’s ever heard of.”

Funny how some prophecies are self-fulfilling.