So, for those of you who keep sending me links: Yes, I heard that the Rev. Jordan Brown of Austin recently announced that his #hatecake lawsuit against Whole Foods was a hoax.

Well, that wasn't exactly what he said. Hold that thought.

Now, I will admit that I didn't see that hoax story when it went viral on social media -- because it didn't go viral on social media (like the earlier story in which Brown made his accusations). This lack of social-media activity is one of two angles in the story that still interest me.

Wait, maybe this story didn't trend on Facebook the second time around because. ... Oh well, nevermind.

Looking at the small amount of coverage this story received, the Austin American-Statesman report was rather interesting because of what it didn't come right out and say. Take that headline for example: "Pastor to drop lawsuit against Whole Foods over anti-gay slur on cake."

So why is he dropping his lawsuit?

The man who accused Whole Foods Market of writing a homophobic slur on a cake will drop a lawsuit against the grocery chain.

“The company did nothing wrong,” Jordan Brown, a pastor of a small Austin church, said in a statement. “I was wrong to pursue this matter and use the media to perpetuate this story.”