A new site called CrunchFood claims to be the latest addition to Michael Arrington's “Crunch” family (TechCrunch, CrunchGear, CrunchNotes, TalkCrunch and Mobile Crunch). It reviews foods like they are tech products and writes them up in snappy posts (“crunch-style”).

While the site is a hoax, it's interesting to note the rise of brand Arrington. Cartoon Doll Emporium, popular with 6-16 year-old girls, recently added a virtual dress-up doll of him (to its “geek” category), now he's getting the Steve Jobs treatment.

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