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Imagine Publishing behind GTA4 hoax

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QJ reports that they have discovered the nefarious creator of the fake GTA4 screenshot. It turns out that the infamous email from a "disgruntled Rockstar employee" came from the mail servers of none other than Imagine Publishing. Imagine is responsible for several UK gaming mags including X360 and Retro Gamer. So why in the world would a publishing company release a fake screenshot? I think QJ has the right answer: Imagine wanted a story for their next issue.

What do you think? Was it a prank gone too far or a diabolical corporate scheme?