I just started reading Pattern Recognition by William Gibson on Tuesday. It starts out by saying, in effect, "If you Google Cayce Pollard [the main character], you'll find out such-and-such." That sounded too much like deliberate viral marketing, so I tried it out, figuring to find web pages put up by the author and/or publisher. Instead, what I get is a page full of links to what look like discussions on the book—which I assume contain spoilers, so I haven't looked at any of them.

So much for dead-tree media. :-)