In 1998, Jason Kottke, one of the very first blog stars, photographed posing ironically in front of an ad for Calvin Klein's CK One perfume. In 2000, the New Yorker reports on the etiquette of digital romance, the online flirtation between Kottke and Meg Hourihan, now his wife. In 2008, the marketing campaign for the fashion label's new scent, CK in2u, borrows the language of bloggers, teen texters and Myspace exhibitionists. What better metaphor for the evolution of blogging: first, an exercise in self-mockery; then, irresistible media catnip; and, within a decade, inevitably, a zeitgeist to be bottled, literally, and marketed to the masses. [Photo from osil8.com.]

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