The headlines from the new Jeff Gordon video keep referring to Travis as an "internet troll" or "online skeptic" because he called out the original Pepsi ad as fake. On my Facebook "trending" sidebar, these were the words used to describe him.
USA TODAY Sports, via Facebook: "Watch Jeff Gordon get revenge on an Internet troll with a phony police chase. It's pretty amazing."
Most of them are positive and reference Travis as an unsuspecting reporter/writer/blogger but some seem to have no respect at all.
At least this whole thing was good for Jalopnik. I can't imagine how many hits they got since this thing went viral.