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What the group in the forum had sought to do was embarrass the site. Have someone step in and moderate, Have Hot Content be not the crud they were elevating, but have it be the best that was published in the past 24 hours, or the best there was.
Since the site did nothing, they decided to publish a complete hoax. Something that was totally untrue they would vote up until their fingers bled and in this way, maybe, the site would notice it was a Content Farm, and that steps would be taken.
The group was aware that Hate is more powerful than any other impetus. People will walk barefoot two miles in the snow to attack someone they hate. Hence they chose Barack Obama.
They had appreciated that Americans seemed astounded that they had put a Black Man in the White House, and would do anything, no matter how badly it impacted on the American people or government to hurt him.
The group decided to pretend to be 'White House Insiders' privy to all sorts of 'secrets'; but to tip their hand, to prove that it was a hoax. They used the term "Ulsterman". They assumed that persons with fully operational brains would grasp the fact that an Ulsterman is someone who lives in Northern Ireland, not someone who works in Washington D.C.
They misjudged the stupidity of the average Netizen.