This creepy PR salvo consists of turning homeless human beings into walking hotspots at SXSWi, and having them wear t-shirts identifying themselves as such. Much like hailing a cab, you flag down a homeless person and have them stand next to you while you feed your jones for sending pointless texts to you friends via human antennae – texts that probably read, “this is so cool. using homeless dude as as WiFi spot at SXSWi. not going to pay him LOL!”

Yep, they don’t necessarily get paid. There is a suggested donation of 2 dollars per 15 minutes.

Their dehumanization is complete. They are just part of the machinery now – Borgs.

Par for the course from what has become the soulless, self-indulgent juggernaut called SXSWi. This cruel novelty is brought to you by marketing firm Bartle Bogle Hegarty via BBH.

More on the manky, disfigured branch of the evolutionary tree upon which BBH perches its hooves, courtesy of Wired.