I am not sure who to attribute this too exactly. I found it in several places: first, Ed mentioned it And then I followed the link to Caterina, who got it from David Chess, who got it from a site called Long Story Short Pier, which I have never read, but looks really interesting. Anyway, the meme is this:
1. Grab the nearest book.
2. Open the book to page 23.
3. Find the fifth sentence.
4. Post the text of the sentence in your journal along with these instructions.

Well there is a pile of about 10 books in front of me on my desk, but I grabbed the one on top, 60 Stories by Donald Barthelme to find that page 23 only has 2 sentences on it. So I grabbed the one below it, a galley of David Foster Wallace’s new collection of short stories Oblivion. You will not be surprised when I say that the fifth sentence on page 23 does not start until the end of the page and indeed, runs onto page 24. But here it is:
Granted, the facilitator went on, this model he was so rapidly sketching for them was overly simplistic — e.g., it left out advertising and the media, which in today’s hypercomplex business environment sought always to anticipate and fuel these sudden proliferating movements in group choice, aiming for a tipping point at which a product or brand achieved such ubiquitous popularity that it became like unto actual cultural news and-slash-or fodder for cultural critics and comedians, plus also a plausible placement-prop for mass entertainment that sought to look real and in-the-now, and so thereupon a product or style that got hot at a certain ideal apex of the MCP graph ceased to require much paid advertising at all, the hot brand becoming as it were a piece of cultural information or an element of the way the market wished to see itself, which — Schmidt game them a wistful smile — was a rare and prized phenomenon and was considered in marketing to be something like winning the World Series.
Crap, hand cramps!