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In the Trenches

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Today Cathy Horyn blogged about blogs, more on that later as we blog about blogging on blogs, but one of her statistics gave us pause. According to Horyn, Burberry's artofthetrench.com has had 3.7 million picture views since it launched in November. What are they doing over there? It is a social-networking site about trench coats. Trench coats! Khaki, black, sorta waterproof trench coats. If you have spent time over there and understand the mystique, please, please edify us below. [NYT, previously]