Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.
I want to believe that Kanye West is laughing at us more than we laugh at him.
I want to believe that everyone of his spontaneous utterances is calculated to get us to pay attention, while he quietly chuckles.
And so he's won again.
On Wednesday, it took just a few words for Kanye to show why his marketing genius justifies his belief that he's the next Steve Jobs.
He took to Twitter and emitted, "McDonalds is my favorite brand."
Immediately and swiftly, hordes of support was at his side. Within five hours, this musing had enjoyed 76,000 retweets and 110,000 likes.
Those who worry about the healthfulness of the fare at McDonald's will worry about Kanye turning. Just a few years ago, says New York magazine, he tweeted, "French fries are the Devil."
Was he exempting the rather alluring fries at McDonald's from this? Or does he secretly have a devil love-thing?
He's certainly had a McDonald's love-thing of late.
In a zine accompanying the launch of Frank Ocean's new album, Kanye wrote an ode to the great McD. Sample: "The salad bad and the ketchup made a band/Cus the French fries had a plan."
But Kanye, the French fries' plan is dastardly. Don't you see that?
I fancy Kanye West has a plan too.
I fancy he was a touch disappointed that his appearance at last Sunday's MTV Video Music Awards didn't quite garner the publicity that he'd hoped. Drake and Rihanna rather ripped the show from his grasping hands.
So here he is, going minimalist and achieving maximal effect.
McDonald's didn't immediately respond to a request for comment.
Its Twitter account responded to Kanye in a quite teasing manner. Instead of a predictable "We love you too," the company offered: "We [heart] Kanye as much as Kanye [heart]'s Kanye." That's a whole lotta love.
Of course, there was a smiley emoji at the end. This is a global brand. It can't risk being misunderstood.
I now await a new Taylor Swift tweet that declares her undying love for Burger King.