A blogger who has had the tech industry guessing for the past year as to his identity has finally been outed.
The site; Fake Steve Jobs, was a parody of the Apple CEO's ranting about the industry.
Many people in the industry were linked to the blog, and rumoured to be "FSJ" before the truth has now finally been revealed.
Favourite for some time was Andy Ihnatko, who had written for MacWorld. He was fingered as a possibility when the folks at Sitening sent a trap, a specially created link to FSJ, that when clicked on meant they could track his IP.
The Boston address seemed to point to Ihnatko, but he denied the charges and the hunt resumed again, with many protesting that FSJ should not be outed as it would spoil the mystery.
But what nobody knew until last night, was that the man behind the deception was in fact an editor of Forbes business magazine.
While many had hoped that the Fake Steve Jobs, was actually the real Steve Jobs parodying himself, it turned out to be just another journalist.
Dan Lyons, a senior editor at Forbes, admitted to writing as Fake Steve after a New York Times reporter found resemblances between the blog and Lyons' published work and asked him whether he was behind the long-running satire.
"I was hoping to stay anonymous for a while longer but on the other hand I knew I couldn't stay anonymous forever. It had to happen at some point", Lyons said.
"Well it had to happen. Honestly I can't believe it's taken this long. But as you may have heard, I've been busted by a newspaper reporter. My cover has been blown."
Fans of the blog will be pleased to hear that Forbes.com has decided to back the site and according to Lyons after a:
"Few days off to sit in a lake and do some yoga and meditation and non-thinking. Then I'm coming back next week, badder than ever, with a new sponsor - my homeboys at Forbes.com."
Since the revelation it has been suggested that there is a slight irony in FSJ's real persona.
Lyons was responsible for trying to "out" another secret identity blogger, Groklaw's Pamela Jones, who writes a blog about the Linux community.
As FSJ, Lyons refers to open-source fans as "Freetards".