I don't pick up too many heroes. I'm a jaded, cynical Gen X-er who truly believes that most institutions, people, ideas are stupid or a waste of time. Yes, I'm living the stereotype. I'm also not surprised when self-interested entities do things that are, well, self-interested. Like others in my generation, however, I'm not all doom and gloom. I rather enjoy a mocking, snarky commentary on life that aims to tear it all down. So when BP Public Relations started tweeting I thought it was awesome. Today, my lovely wife pointed me to an open letter by Leroy Stick, the person behind the twitter feed. The post, found here, is one of the finest critiques of branding and PR I have ever read. You should go read it now.