In my neighborhood, people love their dogs. Every other block here boasts a pet boutique that sells coats, sweaters, and even hoodies sized for little Fido. At all hours of the night, there is at least one French bulldog or Scottish terrier being paraded down the street. And when a cute dog passes you on the street, it’s customary to coo and stop to pet him/her for a minute. So I’m counting the minutes until someone steals this idea from a company in Novosibirsk, Siberia: paying pet owners to use their dogs as walking billboards. “Obviously companies now are asking how they can keep their products visible without having to spend vast sums of money on expensive multi-media campaigns,” said a spokesman for Promo Dog. “Dogs go everywhere and are highly visible on the streets.”

So what do you think—will it be a month or more like a week until we see this in New York? And how much should one be paid for pimping out Rover in the name of capitalism?

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You Can’t Make This Stuff Up is a weekly (yeah, right) column by Kate Torgovnick. Read more about her and CHEER! at www.katetorgovnick.com.