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Lost Lighter: Desperately Seeking Sarcasm

Maybe we're just too jaded by all this guerilla marketing in general and those "FOUND Tyrannosaurus Rex" posters uptown in particular, but try as we might we can't seem to find the joke in this "Lost Lighter" flyer campaign. The part of the website we can actually understand isn't much help:

We are tired of losing our lighter so we decided to act. we want to find our lovely lost lighter and bring it back home. ... I hope you'll understand my rush, but I really miss my sweet lighter :(Is so pathetically unfunny the new funny?
· Lost Lighter [Flick/propboy]
· Lost Lighter [Propcrastination]