I was trying to find my mate's email address today by searching the web, and ended up stumbling across an engaging discussion he was involved in a while back. It is an interesting case of how passionate people can get about different topics and how discussions, forums and communities bring people back to a website again and again....like nectar to the bee.You have to read down a little bit before it gets good but essentially, the discussion centres around the sponsoring of a 'Kayak Drop off O'Connell Street Bridge' in Dublin, being sponsored by a pharmaceutical company called Novartis. It seems like some of the kayakers had a problem with the "big bad drugs company" sponsoring the event and the discussion went from there. Looks like its one of the most popular threads ever and its nothing to do with kayaking!!
The link to the discussion is http://www.irishfreestyle.com/node/957
I'll have to ask him what the end of the story was and post again.