Game, set and match goes to Rocketboom producer Kenyatta Cheese: He paid to send a singing-telegram messenger to deliver Rick Astley's "Never Gonna Give You Up," live, to NextNewNetworks cofounder Timothy Shea. Rickrolling, a common online prank, normally involves tricking someone into following a link to the Astley video. Cheese's reward? A "/golfclap" — a petty form of nonpraise used online — also delivered live, from Shea. And what have these far-seeing pioneers of a brave new medium proved? That Internet video can be used to provoke real-world action that results in yet more Internet video.