Not a hoax, not a gimmick. Just a way to promote comic reading. I visit my LCS and I ask for recommendations all the time and they have exposed me to many great books, so I thought I'd bring this to a wider venue and look forward to recommendations from you folks. As for me:
If you like Morrison's Doom Patrol, you should check out Peter Milligan's Enigma. From Wikipedia: The story focuses on Michael Smith, a compulsive, late-20s, heterosexual telephone repairman living a highly structured life in Pacific City, California. His father was killed in an earthquake, and he was abandoned by his mother around age nine. Smith meets Titus Bird, a writer of the superhero comic book series The Enigma. The Enigma himself is a man born with seemingly omnipotent powers who adopts the identity of a comic book superhero. He is an essentially emotionless being and unfamiliar with the concepts of right and wrong. One of the minor characters in Enigma, named Envelope Girl, made an appearance in Peter Milligan's run of Animal Man. Me now: Enigma reads like a mini Doom Patrol with it's out there concepts. Why DC hasn't "deluxed" this fine mini is beyond me, but the trades are still in print.
If you like Alan Moore's Swamp Thing run, you should check Man Thing by Steve Gerber The Complete Collection. A 3 volume set (volumes 1 and 2 are on sale, volume 3 to be released later this year. Actually, Morrison fans would enjoy this series as well. Steve Gerber was the pioneer of twisted macabre tales with a dash of sly social commentary (meaning the work is slightly dated) and out of the box thinking and his Man Thing run, while not as famous as Moore's is a worthy read. The stories vary in quality, but the really good ones are really really good and even so-so Gerber is better than most.
Literature crossover: If you like WE3, you should read Richard Adams' novel The Plague Dogs, about two dogs who escape an animal testing facility in the UK and are pursued by both the government and the media. There was a fine animated movie that boasts the voices of John Hurt Patrick Stewart. The book and movie will break your heart.
That's three from me.