It all started when Esquire's web director, Matt Sullivan, made an announcement:
His new co-workers were pleased!
Business Insider's Joseph Weisenthal felt the need to stick up for his fellow soon-to-be deputy editor:
Salmon started to backtrack ...
But it was too late! Here comes ex-Gawker ex-Village Voice ex-Esquire ex-New York Observer current Complex senior editor Foster Kamer:
New York Times social media producer Michael Roston (who somehow managed to get the job despite having fewer than 4,000 followers) wanted to make things clear:
Salmon soon had an announcement of his own:
And Sullivan, whose new job caused all the commotion in the first place, responded with the kind of sage wisdom you wouldn't expect from someone with only 288 followers: