Mary Lou Song, eBay's first PR person, has formally unveiled her own startup . Tokoni, which has come out of beta to let people tell their stories online, is unremarkable, considering the number of self-indulgent self-publishing websites already out there. Except for this: Song, at eBay, is best known for inventing the company's fictitious origin myth. That old canard about Pierre Omidyar starting the site to sell his girlfriend's Pez dispensers? Years later, Song confessed she made it up . But the invention paid off: Omidyar is investing in Song's effort to collect other people's imaginings.