Swatchity users, also known as Swatchers, have endured a series of outages in recent days as major changes are being made to the popular social media site. Last weekend, posts on other social media sites started piling up, complaints about Swatchity's feeds not loading properly, slow post submission, and eventually, not being able to log in at all. Users were naturally quite upset about the service interruption, and spared no time in sharing their frustration.

"I use Swatchity for my business," posted one user. "Some people may see this as a silly social media site, but this is my livelihood we're talking about here. Also, I use Swatchity to connect with friends and family. My son is in college now, and when he and his friends go out at night, he always sends me a Swatch when he gets back home so I don't worry. How am I supposed to know he's OK if I don't see that mint green Swatch at 2am? I haven't slept in four days. Maybe it's five. I have no idea."

When Swatchity returned to operational stability early last week, the criticism among the Swatchers was blistering. Hot pink, posted one user. Deep orange, posted another. Clearly, concerns about the site's long term health were not going away.

What caused the original issues and what is Swatchity planning to do in order to prevent further outages? A possible answer to the first question came a few days later in the form of security camera video posted to YouTube that appears to show new Swatchity CEO Dan Xybert pulling power plugs and ripping out Cat-5 cables in the comapany's primary data center last week.

Xybert's office denied the claims and threatened to sue anyone who uploaded the video as well as anyone who watched it, but the tough talk did nothing to quell unrest. Although the video is blurry in spots, there are several very clear shots of Xybert's face and one moment where he looks directly into the lens and says, "oh, look; a security camera" in a voice that matches Xybert's. At a certain point, Swatchity HQ felt it was best to address the criticisms directly.

"As you already know, I'm an innovator at heart," explained Xybert. "People like me, we move fast and we break things. Mostly, though, we just break things. Of course, we move back very fast to where we were so we can tidy up the breakage and then move past where we were very fast. That's progress. That's how you get things done."

The Swatchity PR team made their case in a breif press release a few days later. While people may have seen Xybert disabling equipment, that doesn't mean that he is responsible for the outages.

Who can say that the person on the video, who looks and sounds exactly like Dan Xybert, is Dan Xybert or that the video itself was taken in our world or on a different earth in a different part of a wider multi-verse? Can we really be sure the video isn't actually showing Xybert installing equipment but it was shot backwards like a late 90's music video? We cannot.

"Rest assured that I'm just as upset about the outages as anyone else," explained Xybert. "In fact, I'm far more upset. We will get to the bottom of this. We are going to find the person (who is not me) responsible for the outages and fire them. I'll fire them all if that's what it takes."

By the end of the day on Wednesday, the CEO had all the company's engineers lined up outside his office to ask them one question about what they think happened, and if they didn't offer up the correct response, he would fire them and usher them out the side door.

For more than three hours, Xybert worked through the group one at a time assembly line style. Some of them didn't even pause as they walked into his office, shrugged and grabbed a severance check on their way out to the parking lot.