BREAKING or PR STUNT?: Michael Lucas Found Dead

This press release just landed in our inbox from Lucas Entertainment. Something tells us it’s time to decorate for Halloween.
New York, NY (October 3rd, 2007) — The body of Lucas Entertainment founder and CEO Michael Lucas was found last night in his Manhattan apartment.
Authorities released the photo below of the crime scene.
No additional information has been released. Stay tuned for further developments.
UPDATE: Returned-from-the-dead Michael writes:
Yes, I was murdered yesterday. But it was only for the role I’m playing in my new film “Gigolo“. So yes, here it is, the publicity stunt. Nothing more than that.
Most of you caught on to the joke, as we put very clearly in the corner of the picture the Lucas Entertainment watermark, and there were a few obvious mistakes in the text. Thank you to you guys for writing about it and playing along, as your mentions were the obviously the idea behind it.
For those who did not catch on the joke, my true and sincerest apologies. I did want to try to keep the charade going for another day or two, but after I received several very concerned emails and phone calls, I decided to cut it short.
For those who said that this is nothing more than a publicity stunt—duh—and in very bad taste because of the porn stars who have passed on this year, let me tell you, people die in every profession. And in most professions, on a daily basis. There aren’t just porn stars who die. There are lawyers and doctors and engineers and toilet attendants. So let’s not get all hysterical here and draw unnecessary parallels. The joke was about MY death, not anyone else’s!
And last but not least, to those of you who rejoiced at the “news”—and I know you’re out there—sorry to cut your celebration short.