As civilian members of Team Coco were busy crafting picket signs and twitter campaigns, Kimmel slapped on a fake Leno-like wig and chin and did his show as the returning Tonight Show host.

FORBES: Team Coco, Meet Your New Leno-Bashing Hero: Jimmy Kimmel

The term was popularized by Nev Schulman who, after falling in love with a fake personality on Facebook, decided to make a documentary about his experiences and later signed on to host a show about the phenomenon on MTV.

FORBES: Host of MTV's Catfish Talks Manti Te'o, Digital Trickery