Today I encountered the strangest press release I’ve seen in a long time, and I’ve seen a few odd ones over the years. Normally, press releases purposely avoid eccentricity of any kind. Sometimes there are as dull as can be. But not always. Especially in this case. It starts off:

BURGER, Calif., June 11, 2018 /PRNewswire/ — Today, IHOP® Restaurants announces that it is going by a new name – IHOb. For burgers…

Turns out it’s a temporary “name change.” IHOP wants to add a little oomph to its effort to compete in the crowded field of hamburgers in America.

The change, in fact, celebrates the debut of the brand’s new Ultimate Steakburgers, a line-up of seven mouth-watering, all-natural burgers…. According to a company spokesburger, “These burgers are so burgerin’ good, we re-burgered our name to the International House of Burgers!”

That isn’t even the strange part. The third, fourth and fifth paragraphs of the release are, and I quote exactly as they appear:

Also, burgers burgers burgers. Burgerin’ burgers burgers. Reburgered burgers burgers burgers burgers burgers burgers. Burger burgerings burgers burgers burgers. Burgerin’ burgers burgers. Moreover, burgers burgered burgers burgers. Burgers burgers burgerin’ burgers burgers burgers burgers burgers burgers burgers burgers burgers burgerin’ burgers.

Furthermore, burgers burgers burgers. Burgerin’ burgers burgers burgers burgers burgers burgers burgers burgerin’ burgers burgers! Burgers burgers burgers reburgered burgers burgers burgers burgering burgers. Not to mention, burgers burgered burgers burgered. Burgers, burgers, burgerin’ burgers and burger burgers.

Lastly, burgers burgers #burgers. Reburgered burgers burgers burgered burgers burgered burger burgers. Burgers burgers burgers?