Writers and their multiple personalities

This link looks at the work of August Highland, a man on the Internet who has created 80 different personas who have numerous literary Web zines and publish each other's fiction. These 80 different persona have also created numerous literary movements. You can start on his stuff here. Of course, most of his stuff seems to be words strung together in either a "Finnegan's Wake" or William Burroughs cut-up novel style.
The whole thing reminds me of Fernando Pessoa. Pessoa was a Portuguese poet who created four "heteronyms." Each of these created personality wrote poems in their own style. They would write articles about each others work and would be inspired or outraged by each other.
(Original link found at Bookslut.)