This time last year, we were reporting Rufus Griscom, the mind behind sex-with-a-brain site Nerve.com, was expanding beyond his latest spin-off (parenting site Babble.com) with an environmental blog. And then … nothing. Realizing we went nearly a year without seeing Griscom launch his green title, we revisited the issue in August, where Griscom told us "our research indicated that the green advertising category is inadequately mature so we put it on ice … We will launch it at some point, but only when the advertising base is there." Might Griscom have been wiser, then, than the treehugging webtrepreneurs attempting the same thing?

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It's easy to forget things when your mind is filled with Olympics drivel, which is why it took us until this week to wonder, "Hey, whatever happened to Nerve.com's environmental blog it was supposed to launch?" Indeed, Jossip reported way back in October 2007 that Rufus Griscom & Co. were expanding beyond high-brow sex and baby mamas for a green site — but then, nothing. So we asked Rufus "WTF?" and he was all:

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We've never been big fans of The Post and its yellow journalism. This particular incident has sent us over the edge. We thought about calling for a boycott of The Post, but that wouldn't do much good. What would we do? Keep not buying The Post? Plus, we're going to go out on a limb and guess that a fair number of the people who get their news from The Post think it's probably okay to out someone like that. So, instead we're calling for a boycott of sex with people who read The New York Post.

That's right. If you believe that what The Post did was wrong, and you're sleeping with someone who reads that paper, or considering sleeping with someone who reads that paper, don't do it. We're all for sex, but we're also all for people having the right to practice whatever sexual fetishes they want to do freely (as long as they're not hurting anyone else, which this man clearly was not) without having their names and faces splashed on the front page of a New York City tabloid.

-Emily Farris, "Scanner's Sex Boycott for New York Post Readers," Nerve.com

Rufus Griscom conquered the high-brow sex market with Nerve.com. Then he went on in December '06 to start Babble.com, a site for babies. Or about babies. Raising babies? Eating babies?

Whatever.

Apparently, Babble is outperforming their expectations – half a million visitors a month, and about to be profitable! – leading the Nerve epicenter to begin work on a brand new project, we hear. Next up: The environment. Saving it? Destroying it? Explaining why it's the middle of October and 75 degrees outside?

Who knows!

Actually, Nerve chief Rufus Griscom did give us a hint when we called to pester: It's "more focused on green lifestyle than politics." There are two contenders for names (he wouldn't share either), and an editor has been chosen (also not something he's sharing). But look out for it in mid-November, when Al Gore gets a new homepage.