I am sure some of you have heard the hilarious story of the head of the Russian Orthodox Church patriarch Kirilli I that has been all over the blog world. But just in case you missed it, here it is.

What happened was that the church’s website published what seemed like a routine public relations photo of the patriarch with some person.

Alert Russian bloggers noted that the patriarch, who had just delivered a sermon on the virtues of an ascetic lifestyle, was wearing a Breguet wristwatch that costs around $30,000. That story resulted in a subtle change in the website with the original photo being replaced by another in which the offending watch no longer appeared.