Church of the Open Doors

And in the end, the #hatecake hoax failed to go viral (So what about the pastor's church?)

And in the end, the #hatecake hoax failed to go viral (So what about the pastor's church?)

So, for those of you who keep sending me links: Yes, I heard that the Rev. Jordan Brown of Austin recently announced that his #hatecake lawsuit against Whole Foods was a hoax.

Well, that wasn't exactly what he said. Hold that thought.

Now, I will admit that I didn't see that hoax story when it went viral on social media -- because it didn't go viral on social media (like the earlier story in which Brown made his accusations). This lack of social-media activity is one of two angles in the story that still interest me.

Wait, maybe this story didn't trend on Facebook the second time around because. ... Oh well, nevermind.

Looking at the small amount of coverage this story received, the Austin American-Statesman report was rather interesting because of what it didn't come right out and say. Take that headline for example: "Pastor to drop lawsuit against Whole Foods over anti-gay slur on cake."

So why is he dropping his lawsuit?

The man who accused Whole Foods Market of writing a homophobic slur on a cake will drop a lawsuit against the grocery chain.

“The company did nothing wrong,” Jordan Brown, a pastor of a small Austin church, said in a statement. “I was wrong to pursue this matter and use the media to perpetuate this story.”

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Guilty until proven innocent: Whole Foods denies selling anti-gay cake, makes headlines anyway

Guilty until proven innocent: Whole Foods denies selling anti-gay cake, makes headlines anyway

This is national news?

Yes, apparently it is.

Whole Foods denies that its flagship Austin, Texas, store sold a cake with an anti-gay slur on it. Nonetheless, "America's Healthiest Grocery Store" chain finds itself the focus of a slew of negative headlines.

Fifty-plus stories show up on Google News related to this, including links to BuzzFeed News, the New York Daily News, CBS News, Fox News and the Daily Mail (guess that would make this international news).

GetReligionista emeritus Mollie Hemingway rightly asks:

since roughly 100% of these things turn out to be fake, shouldn't media do due diligence BEFORE spreading tale?

This is the lede from the Austin American-Statesman:

Whole Foods is being sued by an Austin pastor who claims the grocery store gave him a cake with a slur against gays.
In a video posted on YouTube, pastor Jordan Brown says he ordered a cake from the Whole Foods flagship store on Lamar Boulevard with the personalized message, “Love Wins.” When he picked up the cake on April 14, he said the cake he picked up had the message “Love Wins Fag.”
Brown, who is openly gay, said he reported the incident to a Whole Foods employee but was told the store did nothing wrong and no action would be taken.

In the fourth paragraph, the American-Statesman gets around to Whole Foods' denial of the allegation:

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