SanDisk this past weekend launched a Web site, iDon't.com, that takes on the iPod by declaring: "The time has come to rise up against the iTatorship ... Now is the time to break free from restrictive formats and a single source for music."

On a news page designed to resemble a blog, a SanDisk employee named Eric, who calls himself "Da Sheep Herder," refers to iPod owners as "iSheep swarming through our cities." He adds: "We're rallying anyone who's ready to go against the grain and asking them to consider one really worthy alternative media player." That alternative, of course, is SanDisk's Sansa e200 MP3 player.

iDon't's "Propaganda" page features links to AnythingButiPod.com, the Neistat brothers' protest video that drew attention to iPod battery life back in September 2003, and even the satirical news publication The Onion, among other sites. Visitors can also buy t-shirts, stickers and posters as well as click links to read reviews of the Sansa e200 MP3 player.

While iDon't.com might at first glance seem simply like a Web site set up by a fan of SanDisk's products (or, at the least, someone who doesn't like the iPod), the submissions policy page clearly states: "All comments, feedback, suggestions, ideas, and submissions disclosed, submitted or offered to SanDisk on or by this Site or otherwise disclosed, submitted or offered in connection with your use of this Site (collectively, 'Comments') shall be and remain SanDisk's property."

The iDon't Web site