We were so hoping that our source was kidding when we first heard of online ad network Glam Media's plans for a men's website called Brash last month. Alas, no. The site has launched , but no need to visit: If you've read Esquire or Men's Journal , and can imagine the palest possible imitation of those publications, then you've got the picture. What's really happening here:Glam's whim-seeking CEO, Samir Arora, in his efforts to create the illusion of a game-changing new media company, is expanding willy-nilly into new fields, without the sustained effort or attention required, hoping that someone will buy his company before they notice all the failed initiatives that trail in Arora's wake. Our prediction: Brash will go the way of Glam's "wellness" channel, an initiative of Arora's wife, Rebecca Arora. Six months after its launch, Glam laid off all the salespeople involved in selling it, several sources confirm.