As the operators of the Mainichi Daily's website came to recognize the tremendous amounts of traffic being driven to their "Wai Wai" website through coverage that focused on the obscure and bizarre sexual traditions of Japanese culture, it seems that the stories began to take on a life of their own to the point where they were no longer even factual. Things boiled over, however, when a story was run on a Japanese restaurant that allowed clients to have sexual interactions with animals before they were eaten, which resulted in the site being shut down and many prominent executives and editors getting suspended in the fallout.