New Lemony Snicket announced

The folks at Harper Collins are brilliant marketers. They are announcing the publication of the 11th book in the Series of Unfortunate Events books this way:

August 2004
On September 21, 2004, The Grim Grotto, Book the Eleventh in A Series of Unfortunate Events by Lemony Snicket, will become available for sale despite widespread protest. The book will almost certainly be filled with dampness, darkness, and displeasing incidents in the sad lives of the Baudelaire orphans, and the good folks at Author Tracker fervently suggest you avoid bookstores on that day unless you are wearing a lifejacket.
Even more alarming, Author Tracker's exclusive network of bookworms, spies, secretaries, and pets reports that the elusive Lemony Snicket may emerge from hiding around the time of The Grim Grotto's publication. Please stay extremely alert at these events, where Mr. Snicket or a suspicious representative is likely to appear.
In other startling news, Author Tracker has reason to believe that Mr. Snicket may be connected with a mysterious organization known as RIF, which either stands for "Roosters In Friendship" or "Reading is Fundamental." Apparently, copies of Mr. Snicket's Unauthorized Autobiography will be appearing as "prizes" in a special quiz, beginning Tuesday, August 31st.
The only thing that could possibly be worse than developments like these is the release of the dubiously titled Lemony Snicket's A Series of Unfortunate Events, an alarming cinematic spectacle that will open in theaters everywhere on December 17, 2004. Wouldn't you prefer to take an interest in some other author?