I agree it is not a joke, at least not  to the authors, but then there are all sorts of weird thoughtways to be found on the net as in life. But the magazine and Milloy as part of it  are something very different. They are commercial enterprizes and it  is reasonable to wonder how what is said contributes to the normal economic targets of a commercial enterprize.  The piece on the 10 worst capitalists seems to be aimed at merely attracting the reader's attention  by advancing a point of view that is novel: attacking the  icons usually reserved for praise in conservative propaganda. But then the attack is merely a complaint  against breaking ranks, which restores the normal right wing lunacy their readers are most llikely to inhabit. And the piece is coupled with a truly bizarre offering, a book about  the Crusades, evidently to put down any Moslem claims. Both the article and the book (which is free with a subscription) are intended to  cause readers to subscribe  to a Magazine,  which is just  one more hairy eared entry in a very crowded field.  A reader would have to be already  deep into the corrupt value sets of the American right wing to go for this stuff, like a gun nut buying into Mercenary mags; a  UFO believer picking up a mag on true accounts of the abducted; a conspiracy  believer  reading the endless accounts of highly centered conspiracies sprinkled with organizational acronyms and dark deeds; or anyone ready to buy yet another book on  prominent assassinations.  The Milloys of the world are harmless, by themselves.  The hazard is created by the big corporate interests that fund their efforts, and hey hey look at what we got today: they are pretty well the same as the big 10 attacked in the article. Now what is that all about?