When posting on a UGC site goes wrong for (possible) PR companies

Every now and then I have a look in at digg - a user-generated news site that creates links to articles that are dugg by its community of users (called diggers).
Recently, there has been some debate as to whether some of their top diggers are paid by PR firms to digg their stories - it gets thousands of hits a day - so this generates great traffic for links that make it on to its homepage.
Now as far as I know these are just rumours put out by the likes of their competition ie. Netscape.
But it did come to mind when I saw this story titled “You have never seen an MP3 player like this” and opened the digg comments. If this was the work of a PR company - you could say it backfired. DISCALIMER: not saying it is!
I particularly like this comment:
looks like a pregnant iPod. Maybe it’ll give birth to a shuffle.

