A PR firm has just opened offices in New York and Los Angeles. It specializes in getting people in the news in unusual ways. One popular way is to break up a phony mugging. Another is to fake a collapse, for a variety of reasons including (but not limited to) exhaustion, alcohol, sunstroke, ennui, and toxic shock syndrome. The company is called Improved Reality and only takes clients who are worth more than $30 million. Tom Cruise is reputed to have been their first customer.