What a tumultuous day. We lose contact with Mars, Ben and Jen are splitsville, ol' Artie Garfunkel gets busted for weed... and now it seems that SUB POP RECORDS may have just declared an outright war with indie music webzine PITCHFORK MEDIA. It may be down by the time you read this, but stroll on over to subpop.com. We just discovered earlier today that someone at the record label has turned the Sub Pop site into an Onion-esque spoof site of pitchforkmedia.com. We're not sure what led to the online assault, but as we write this, Sub Pop's website has become "popdork.com" and is filled with fictitious news stories, all written in the stereotypical Pitchfork trendier-than-thou style, with such topics as "Pitchfork Staffer Says Hi to Real Life Woman," "Damien Jurado: He's No Damien Jurado," and "Empirical Data Proves Killdozer Best Band Ever." Our favorite might be the fictitious "Popdork" ratings system, where an album meriting a vote of 9.5-9.9 is described as "Flaming Lips, White Stripes and Radiohead -- ALL JAMMING TOGETHER!" The meticulously orchestrated parody site is HYSTERICALLY funny -- we just don't quite know how to take it. Has the indiest of indie labels declared war on the indiest of indie webzines? The only clue is to be found in tiny print at the bottom of the main page: "All content meant to be taken with at least the tiniest grain of salt. Sub Pop Records, 2004." The world awaits Pitchfork's response...