Instead of buying a new iPod, he and his brother Van bought spray paint and made a stencil. Video camera in hand, they canvassed downtown Manhattan, tagging dozens of Apple ad posters with their message: "iPod's unreplaceable battery lasts only 18 months." Then the brothers edited the stunt into a 2-minute movie called iPod's Dirty Secret and posted it on the Web. By the next day, they had over 50,000 hits. Around the same time, Apple introduced a $100 iPod battery-replacement program, which the company says was in development long before the Neistats made a stink. But Casey's story was everywhere: blogs, news sites, even The Washington Post.