Two cases in point:
From the 'Mist: Google and YouTube - Two kings get together. The title is a reference to the 'Net meme started by the Sean Combs/Burger King announcement (can you say "career twilight?"). Of course, a coworker had to explain this to me.
It's unclear in the Economist article whether or not the writers are hip to the joke, though:
With this deal, “two kings have gotten together,” boasted Mr Hurley in a video clip on YouTube, with his team in stitches over the grandiose language.It's entirely possible that they're not. They are British.
Read that article. Watch this video:
Start your research: Wikipedia: Aleksey Varner.
Reading about this kid consumed most of my Saturday afternoon. I will, from now on, "ignore the losers."