Lyst, a fashion shopping site, announced that it had begun selling dogs — as fashion accessories. It encouraged shoppers to "find the right dog to match your wardrobe." An online gallery displayed 33 breeds of dog "from petite XS puppies to oversized companions." The announcement generated angry responses on social media, as well as quite a bit of skepticism. And sure enough, a day later the company revealed it was all a hoax, designed to promote the message that "a dog is for life, not just for Instagram."