The rules for managing your online reputation continue to change and it all seems to center around your ability to create buzz. Clearly the trajectory of launching an online "buzz missile" is much more of an artform than a hard science. This is a play-by-play diary chronicling one of the successes by the DaVinci Institute with an article about "Taste & Smell Patents" giving some interesting stats. It also talks about the Slashdot effect, giving the results of a Slashdot posting, a guest column in the Denver Post, posting on the Impact Lab, and other blog sites.