Something fishy about Piven

Who can get enough of the Pivs and his mercury poisoning story? Not us, and not the National Fisheries Institute, which couldn't sit idly by and let triple-Emmy-owner and former sushi addict Jeremy Piven's claims on "Good Morning, America" go unanswered.

The original video clip of the Pivs and Diane Sawyer, which has already been widely posted and sniggered at, now contains "MST3K"-style counterpoints from the NFI, a trade group that aims to educate folks about fish and seafood and operates a Web site where we just picked up a lovely scallops thermador recipe.

Hat tip to Hollywood-Elsewhere for unearthing this gem of a video.

Just so happens there's other Piv news today. The producers of "Speed-the-Plow," the play that Piven left two months early because of his debilitating fish diet, have filed a grievance against him with the Broadway union, Actors' Equity. The mad. The real mad.

And lastly, in a stroke of marketing genius centered around another of Piven's passions, a company called EzText has offered the "Entourage" star a cool $1 million to be their spokesman. Why? Because he's a poster boy for sending out mass texts.

Says the company:

"Last week, Jeremy Piven proved that text messaging is a pop culture staple by sending a mass late-night 'booty call' to a group of attractive females, offering a hot date to the first respondent. With the click of a (send) button, Piven established mass texting as the easiest and most effective way to communicate, giving celebs access to hoards of adoring fans."

Apparently it worked, says the New York Daily News.

No word from Piven's camp if he'll become their new shill.