Looks like Brad has misunderstood how dns works. When doing a whois amazon.com Brad noted that you get some odd results:
AMAZON.COM.IS.N0T.AS.1337.AS.WWW.GULLI.COM
AMAZON.COM
I think what Brad is missing is that the first entry doesn’t have anything to do with amazon.com, it’s an entry for gulli.com. If you really want to see some odd results trying whois microsoft.com 🙂
Brad has some great stuff in his blog so don’t take this as a dig (bonus points if you get the pun) against him.
PS: plus I’m no where near as popular as Brad on the Search Engine Ego Watch. I’m pretty far down the list when searching for ‘Joseph’.
PPS: Hey, my old blog page is the number one result for Joseph Scott on Google and number two on Yahoo.