Remember that Jorge Luis Borges short story, "Tlon, Uqbar, Orbis Terius?" It describes how the history and culture of another world slowly infiltrates itself our own via a set of mysterious entries in a particular edition of the Anglo-American Cyclopedia. (For more details, follow the link.)
I love the story. It's eerie, the idea of something subtly alien sneaking into the environment.
I had a similar experience today reading this post in my friend Aaron's blog. It references a person I've never heard of (Merlin Mann), who is apparently somewhat famous for writing fiction and a blog I've never read, being slammed by another anonymous person on a forum I don't read, defended by someone who worked writing columns I never heard of for another venue I don't use, only to have Mann himself post a rejoinder (which I had to read twice to follow) that I think he wrote, only to mock himself a bit in the process.
It was remarkably self-referential set of comments referring to a world that seems to exist parallel to the one I live in. I don't even know how someone would learn about the dispute. It was all very surreal.