I don't always read online magazines. But when I do, I prefer Slate.com

Slate Article. These Dos Equis ads are so interesting-- Like a combination of James Bond, Chuck Norris, and Stephen Colbert: "The police often question him just because they find him interesting," "His beard alone has experienced more than a lesser man's entire body," "His blood smells like cologne."

And it's totally confusing why he says, "I don't always drink beer," he says, "but when I do, I prefer Dos Equis." I'm glad Slate's article acknowledges this:

Perhaps the most interesting thing about the most interesting man, in marketing terms, is his ambivalence toward the advertised product. "I don't always drink beer," he says. Whaa? "But when I do," he adds, almost offhandedly, "I prefer Dos Equis." Double whaa? Generally, a brand icon will be an all-out cheerleader. Imagine Tony the Tiger admitting that he doesn't always eat cereal for breakfast, but that when he does, he tends to eat Frosted Flakes, like, most of the time. Doesn't have quite the same impact as "They're Grrrrrrreat!"

I wonder how Dos Equis feels about Slate's creation, the Double X,which to them has taken the meaning FEMALE!