We never imagined Josh Quittner would burn a previous Valleywag editor in effigy, but after seeing the video he's posted on Time.com, we wonder if we might need a restraining order.

As editor of the late Time Inc. title Business 2.0, Quittner once employed Valleywag emeritus Owen Thomas (as well as your current Valleywag). But somewhere along the way, Quittner soured on Thomas.

Thomas jumped to Valleywag and Business 2.0 folded. When Quittner landed at Fortune, Thomas wrote about Quittner's inflated title, covered Fortune's suspension of his blogging privileges, and quoted the Scrabulous-playing columnist saying he had "too much time on my hands."

Quittner seemed to take it personally. After jumping to Time, he used the magazine as his personal burn book, noting in January that a Sony virtual world wouldn't create an avatar "as fat as your average tech-gossip blogger."

Now Quittner's at it again, with a Sims 3 review in which he creates a "Loser" character named "Thomas Woodchuck" and burns him alive (see clip above). As several tipsters have noted, the resemblance between Woodchuck and Thomas can't be missed — nor can the creepiness of teaching his daughter to drown an enemy in the pool.


It seems early to get too alarmed; there are worse things than being called an "unredoubtable... woodchuck" in an anonymous comments, or killed virtually in a videogame. We're just a little surprised Time indulges Quittner's grudge — or that the reporter, after all this time, still holds it.