Long, long ago (like, a year and a half ago), two neuroscientists thought it would be a really good idea to study sex on the internet and write a book about it. They came up with some idea about subcortical modeling and how it could be measured by looking at Google searches, and, since they didn't have any affiliation with an IRB or any research institution, no one said, "hey, that's kind of pure crap."

But then they decided to study fandom. Specifically, livejournal-based, female-centered, fanfic fandom, which is full of feminists and humanities scholars, and thus not the place you want to take your evolutionary psychology research that takes gender essentialism for granted.

Fandom didn't realize that they were dealing with evo psych at first, but once they did, it was all cat macros, and calling universities to see if people had human research approval, and actual neuroscientists calling people phrenologists.

Beyond the amusement factor, this is interesting because they got paid a good deal of money to write this book (check out the tags!), and it's a fabulous example of how to make your research subjects mistrust and hate you.

Some relevant links:
From scientists -
Sex, Lies and IRB Tape: Netporn to SurveyFail
WEARING THE JUICE: A CASE STUDY IN RESEARCH IMPLOSION

From fandom -
SurveyFail