Imagine an Oscars ceremony where the biggest stars go home empty-handed. That's what happened today at YouTube's second annual video awards, as Obama Girl, the Don't Tase Me, Bro student, and other stars of viral video got nominated but lost to unlikely newcomers.
In the politics category Amber Lee Ettinger, aka Obama Girl ? who became a household name thanks to her sexy clip declaring "I've got a crush" on the presidential candidate ? lost to a far grittier video supporting Middle East peace talks, put together by global activist group Avaaz.org.
The eyewitness category, devoted to user videos of live events, pitted the famous plea of a college student before police subdued him with a Taser against gripping footage of protesting monks in Burma and wildfires in California.
But the winner was Battle at Kruger, a vivid clip of lions and buffalo fighting to the death shot by a holidaymaker on safari in South Africa.
YouTube handed out the awards, including trophies in the shape of a "play" button, based on user voting. The site's organisers say a scripted ceremony, complete with red-carpet arrivals, is under consideration for next year.
But for now the bragging rights of internet notoriety are more than enough to change the lives of some YouTube winners.
Student Tay Zonday, 25, whose strangely catchy song Chocolate Rain won the best music video award, has parlayed his fame into appearances on Lily Allen's BBC show and an endorsement deal with Dr Pepper.
Another online offering falling short at the awards was Chris Crocker, the young man who taped a flamboyant plea to end hateful gossip about pop star Britney Spears.
Crocker lost the commentary category to Michael Buckley, who satirises pop culture in a YouTube show he calls What the Buck?.
One Hollywood bigwig even scored a nomination in the series category, which was dominated last year by the prototypical YouTube starlet LonelyGirl15.
But a comic video, How to Seduce Women, by Knocked Up star Paul Rudd was beaten by The Guild, a dramatic show about friends who play online games.
Other winning videos got the nod more for visual appeal than star power. The sports award went to a group of skateboarders who filmed themselves wheeling noisily through a track filled with blue balloons. A Swiss filmmaker won the most creative clip contest for using stop-motion technology to recreate the iconic video game Tetris, using human bodies to represent the game's geometric pieces.
Among all of the 21st-century sensations recognised by YouTube, however, was one who has no idea of his global fame. The award for most adorable video went to Ethan, a nine-month-old baby with a penchant for belly laughs whenever his father lets him rip a piece of paper.
Ethan's simple joy was so infectious that insurance company AIG borrowed his clip for a TV commercial that reminded viewers "Laughter can add eight years to your life."