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Will Kogi BBQ start getting more notoriety because of these awesome rants instead of their food? The last time, it was an e-mail from Kogi's PR person to a food blogger where she explained she did not like being treated like a "vending machine" for press inquiries. Now, their resident blogger going after the so called "hypestar" in a long post. Here's an excerpt where the term is defined: "What is a hypester? (Not to be confused with a hipster - which is a very strangeLy fancifuL and occasionaLLy deLightfuL creature!) A hypester is a snarky littLe Negative Ned/Nancy who uses aLL avenues of the internet — be it a comment board, bLog, Twitter, Facebook, etc.- to try and start sh*t cuz it’s entertaining. These emotionaL/psychic vampires utiLize or create hype to provoke a reaction out of an internet personaLity, start a fLame war or some weird littLe feud over a triviaL opinion, an emaiL taken out of context or a quirk that they’ve re-cropped w/ their literary, gossip-driven Photoshop to be a personaL offense. The KEY CLUE IS HYPE. For they aLmost never use soLid evidence or reaLity as a means to sway one’s opinion."