A startup's awful reality The last bubble produced Startup , a painful documentary about hubris and disappointment at a well-funded New York internet venture called Govworks. On the whole, entrepreneurs are wiser, and more discreet, this cycle. But not Ted Murphy of Pay Per Post . It's not enough that he runs one of the most despised of internet ventures: Murphy's startup creates fake web buzz, paying bloggers to fawn over clients. The exhibitionist entrepreneur is also allowing a reality TV crew , spotted most recently at this week's Always On conference in New York, to trail him. Jeff Jarvis reports, after the jump.

JEFF JARVIS — After it was all over, I saw a camera guy — with good HDTV rig and steadicam, even — who had been shooting the session. I thought he was Always On's guy. But at the elevator bank, the camera was still following Murphy. 'What, you have a reality show?' I joked. No joke. They do. They call it Rock Startup and try to make themselves into rock stars (Murphy is "The Murphman") and even say they're trying to sell it to a network — though, of course, it's really just a commercial. Here's an episode about their brashly painted, branded monster truck and how they're going to promote by taking a couple of "smokin' " promo "girls" to bars. The hubris of this organization is astounding. [Jeff Jarvis, after laying into Pay Per Post, runs into the company's founder after the panel.]