This is why they want to keep children from computers

We suppose, at least, the current fascination with the 'Rickroll' (whereby one links something random to Never Gonna Give You Up on YouTube) isn't being driven by a marketing company trying to flog deodorant or training shoes.

What is rickrolling?

As far as we can tell. It's a bit like a slightly less infernal version of that 2inches.com stunt you used to see all the time on Popbitch, back when you used to read Popbitch all the time. A link promising one thing, but delivering something else.

Rick himself is being good natured about this blast of kind of fame:

“I think it’s just one of those odd things where something gets picked up and people run with it,” Astley said. “But that’s what brilliant about the Internet.”

Rickrolling is being co-opted into direct action, too, reports the New York Times:

Former Scientologists protesting against the church, for example, have been playing and singing the song this year outside Scientology offices in London, Washington, Seattle and other cities.

Although singing 'Never gonna give you up' outside a cult office is surely the wrong message, isn't it?

It will all help ticket sales for this summer's Here And Now tour, where he shares billing with Bananarama, ABC, Paul Young, Curiosity Killed The Cat, Johnny Hates Jazz and the Cutting Crew. (Since H&N promises 'only the hits', surely those last two won't be on stage very long?) It'll help with sales, that is, providing that someone links to the actual ticketshop and doesn't just rickroll the curious.