It turns out the blogger's real name is Daniel Lyons, and he's a senior editor at Forbes. The general reaction of the blogosphere: Thanks for ruining the fun, NY Times!
Editorial note: Whoa! You've found a super-old post here on BuzzFeed, from an earlier era of the site. It doesn't really represent where we are anymore, and may in fact be totally broken, but we're leaving it up as a part of our early history.