Taking its cues from the likes of, ahem, blogs, the New York Times launches into 1,400 words on how MTV is building its pseudo reality series Laguna Beach into its Osbournes-level replacement.

There's more than just Laguna Beach branded key chains, flip flops and notebooks at work here. There's the VIP DVD, which offers an exclusive scene from next week's show, plus lots of other marketing goodies.

It began a campaign that gave its audience the feeling they were already living in a "Laguna Beach" all-media universe. For those who did not catch the three-minute "Laguna Beach" commercial playing in 2,200 movie theaters across the country, there was a compilation CD. The "Laguna Beach: Complete First Season" DVD included bonus features that ranged from behind-the-scenes material (original casting tapes, deleted scenes) to old film that had been enterprisingly repackaged (a clip reel titled "Laguna Looks" featured show regulars in close-up as their trademark expressions - hound-dog lust, raised-brow surprise, squinty-eyed jealousy - register on their camera-ready faces).

How's The O.C. going to match it? They're exclusive Amazon.com fashion line is a start, but now that Adam Brody and Rachel Bilson's relationship is nearing maturity, we need a little on-set scandal please.