Someone at Fox gets it?

Kelly's Weblog, a promotional tool of Fox's Firefly television show, is surprisingly well done. By well-done, I just mean it sounds like blog, not a marketing spiel. Sure, it does say WATCH, WATCH, WATCH Firefly, but it is written, seemingly, by an actual individual, with a name, from the first-person perspective, who happens to be on the inside of the production, and is quirky and fun and excited. There's even typos. Not what you'd expect from a major media company trying to "cash in on the blog thing." It almost even makes me want to watch the TV show before it gets cancelled.