Burger King's body spray

You know you're in the throes of hard economic times when one of the most talked-about gift ideas of the holiday season is body spray from Burger King. You heard me right. There's a new burger in town, and it's not a burger at all. It's a fragrance called Flame by BK (pour hommespour hommes, presumably).

Maybe you heard the late-night talk-show hosts joking about it and assumed the product was an urban myth spread by some truant, meat-obsessed teenager. Or maybe you were so intrigued, you threw on your bathrobe, jumped in the car and hit the nearest BK drive-through in search of a midnight Whopper and some beefy love potion.

Either scenario would have left you dismayed. Flame, which costs $3.99 a spray bottle and, according to the company, has "the scent of seduction, with a hint of flame-broiled meat," is no joke. Nor, alas, is it available at Burger King. You have to buy it at a Ricky's drugstore in New York, which has an exclusive deal, or on Burger King's "Fire Meets Desire" website, which features its king mascot reclining by a fire and clothed in nothing but an animal fur. Make that, you had to buy it at those places. By Monday, it was sold out at both and going for $73 and up on EBay.