The guy behind the anonymous sports blog The Big Lead outs himself as Jason McIntyre, who recently left his gig as Us Weekly's assistant news editor to run the site full time. Guys who like sports and celebrity gossip? Freaks.

So how'd the blog, which started in February 2006 as an email chain among friends, get so popular? By running interviews with big shot sports media types. Huh. Getting press attention by feeding the media's ego? Now where have we seen that business model before …