Ashton Kutcher's job as Professional Boyfriend is to make Demi Moore swoon. Is it okay that he makes us swoon, too? More accurately, it's his new Punk'd-esque project giving us the tingles.

His new 8-episode show on E!, Pop Fiction, punks the media who bend over backward, then forward and to the side, to participate in the celebrity machine. As is his M.O., Kutcher enlists fellow celebs to pull of his pranks: Tricking gullible media – eager for the slightest of C-list nuggets – into reporting their fabrications.

Most recently, Paris Hilton was spotted dining with a shaman who offered her spirtual advice. ""He's really changed my life," Hilton told a pack of paparazzi. TMZ, the New York Daily News, and even E!'s own website picked up the item as a legitimate news story. (Well, insomuch as a Paris Hilton spotting is considered legitimate news.) But it was all part of the new show; the "shaman" was bit part actor Maxie Santillan Jr.

All told, there are some 20 celebs in on the pranks, though Kutcher's camp, of course, won't name who, nor will they hint at which stories made it into the press that were completely made up.

Maybe it was Rumer Willis being named Miss Golden Globe? Or that everyone at Ashton's birthday party at Socialista was potentially exposed to Hepatitis?