The Observer's long con on Mr. McInnes, you have to know a little bit about his personal history. The Canadian-born 42-year-old is probably best known for his Do's and Don'ts column in the early days of Vice magazine, which he started with Suroosh Alvi and Shane Smith in 1994. If you know that, then you probably also know of his inglorious removal from the company after Viacom started funneling money into the site for a video content vertical, VBS.TV, in 2007.