Remember Burger King’s addictive Subservient Chicken website, where a man in a chicken costume did what you requested of him? It debuted on April 7 and you saw it here April 8. Most of us at WOW simply stopped working that day and “had it our way” with Chicken Man until our computers crashed. Then, according to Nielsen/NetRating and reported at cnnmoney, between April 11 and 18, the number of people who visited the site at least once from their homes surged more than two-and-a-half times to 407,000. The hits have since simmered down, to 186,000 people visiting the site from home in the week that ended May 2.

So whither the man in the feathers? A Burger King spokesman said they may use him in TV ads but they insist he won’t be making any personal appearances or showing up in signage at the restaurants (are Burger Kings actually restaurants?). “That would be far too mainstream,” he said. “The chicken doesn’t do mainstream.” Apparently, to keep him appealing to 20- to 30-year-olds, BK feels the Subservient Chicken should be kept on the down-low to preserve his mystique. I love a little mystery in my chicken.