That’s why this fine Three Wolf Moon T-Shirt, available for as little as $9.78, became one of the online retailer’s most popular items in the last week. Prompted by a link at the IAC (IACI)-owned site, CollegeHumor readers bought up scads of the shirts, and filled Amazon (AMZN) with glowing reviews like these:

Unfortunately I already had this exact picture tattooed on my chest, but this shirt is very useful in colder weather…

This is the only t-shirt Chuck Norris wears. Wolves howl at the moon, and the moon howls at Chuck…

…So I’m looking for threads that say, “Hey baby…I’m real boss!” when I stumble upon this epic creation. The wolves spoke to me in a language all their own; it was like German, Mongol, and Bitchin all mixed together. I mean, one wolf howlin at the moon is major…but three???

Why bother? If you have to ask, you’re probably never going to get the joke. More info via the Washington Post, including the most pertinent detail: As clever as the CollegeHumor dudes are, they neglected to actually figure out how to profit from the stunt themselves.

New tack, which YouTube has slowly been adopting: Run longer stuff that will theoretically appeal to advertisers. Like, say, indie movies. Or shows from CBS (CBS). And now, a handful of movies from the MGM library, starring the likes of Chuck Norris (“Bulletproof Monk”) and Yul Brynner (“The Magnificent Seven”).

So far, YouTube’s catalog of studio-sanctioned movies and TV shows pales in comparison to those offered at Hulu. But that’s going to change sooner than later: At some point in the not-so-distant future, all of the Web video sites will have the same access to the same catalogs. Video industry executives predict that even NBC and Fox, the JV partners in Hulu, will end up distributing their stuff widely once the video site’s exclusive ends next year.

Trickier question: Just because these sites have long-form video, will there be enough eyeballs, and advertising dollars, to make a real business out of showing them?

Hulu, for instance, is supposed to be the gold standard for Hollywood-approved Web sites. But as Rafat Ali at PaidContent points out, it’s unclear exactly how much money Hulu is actually making.

The site’s boosters never fail to point out that 100 percent of its inventory is advertiser-friendly (as opposed to a small fraction at YouTube). But that doesn’t mean that 100 percent of views have been sold to advertisers, despite frequent reference to inventory being “sold out”: Watch Hulu for any length of time and you’ll quickly start seeing freebie public service ads–the kind you don’t see on TV until the middle of the night.

Something doesn’t add up right now. When will it?