In an unexpected turn of events, BuzzFeed's creative director Jacob Bakkila outed his himself as the voice behind the famous @Horse_ebooks Twitter spambot to launch his new art project titled "Bears Stearns Bravo," a choose-your-own-adventure video formed in collaboration with Pronunciation Book blogger Thomas Bender. The duo held a bizarre promotional event this morning at the Fitzroy Gallery in New York City's Lower East Side, where they sat in chairs answering phone calls while reading off sheets of paper before abruptly hanging up on the callers. The project has been in the works for the past several years, The New Yorker reports, and serves as a bittersweet endpoint for both the Pronunciation Book and @Horse_ebooks feeds.