Bannerblog is covering the story of Coca-Cola's launch of Coke Zero in the Australian market.
Coke formed an action group called 'The Zero Movement' complete with a blog and manifesto, which has raised the ire of internet users.
The result? A group of users have registered a renegade website, and used it to spread their own beliefs.
The renegade site has even achieved a listing under the Coke Zero entry on Wikipedia
A quick Google of The Zero Movement turns up some interesting posts on blogs and forums.