Spelling your name right on the edges
Kyle points us to dallasobserver.com | News | Eye of the Beholder. Turns out a clever new website/live networking biz got infiltrated by a snarky journalist. Journalist writes engaging story ripping into clever organization. She doesn't want to belong to an organization that would have her as a member (for the record, I'd never even get in, and I probably wouldn't join if I could, but that's the whole point).
Organization responds with a bunch of photos on their site.
The controversy aside, the interesting lesson is about life on the edges. If the Beautiful Room was called "a bunch of interesting people who get together for drinks now and then" it wouldn't be particularly easy to notice.